According to their website, Seattle Genetics is “focused on developing and commercializing a new generation of targeted, empowered antibody-based therapies that have the potential to change the foundation of treatment for people with cancer.” I think what they’re getting at, without coming right out and saying it, is that they do amazing things to help people with cancer. When they approached me to build a project for them at a couple of medical conferences, the challenge was to manifest this idea of doing the impossible, and, they also wanted to showcase some very important and exciting data. AND give a shoutout to their hometown of Seattle. Of course, all THIS was to simply get some foot traffic. That’s a tall order, especially when it involves building the super-tall-skinny-legged Seattle Space Needle out of freestanding playing cards, AND building a Seattle skyline to go with it that could not-too-covertly display a data graph that, coincidentally, looked a little bit like a skyline itself if you used a little imagination. The was result was one of my favorite projects, and I am proud to say that it got them in trouble with the show management and fire marshal because . . . their booth and the aisles surrounding their booth were clogged with gawkers, which apparently is a fire hazard (never mind that paper playing cards are probably pretty flammable in and of themselves). If you’re a marketing person, this is the kind of problem you dream of having: so many people in your space looking at your brand that you get into trouble.
This project is a great example of how to incorporate branding, messaging, and data, all while having some fun and hogging all the attention. For the second show, we decided to move the project into the center of the booth a bit more to keep them out of trouble.