Friday, November 20, 2009

Tutorial Tattoos



Who discovered DNA?

Who sang 'Living La Vida Loca'?

The man who discovered DNA is Frederick Miescher.

We don't have to tell you who did the vida loca song.

Years ago some of us at Lateral were pitching on Intel's advertising. (We were working at DDB Chicago at the time).

We had acces to Intel's intranet and found profiles of their employees.

All the people we saw had at least registered 5 patents and some of them were even nominated for the Nobel prize.

These people were brilliant and we had never heard of them before.

We felt these people were not getting enough recognition for their work.

And we felt that other people - rock stars, movie stars, professional athletes- might be getting a little bit too much recognition for their talent and efforts.

We came up with a campaign which starred these Intel employees 'Living La Vida Loca' together with celebrities. (showing their 'cribs' visiting the Oscars etc)

The campaign was meant to give them the recognition they diserve, in a funny way.

Intel did not buy it and maybe they were right.

But we are pleased to see Philips understands that pop culture reaches more people than science.

And they have found a cool way to solve this attention problem.

Their LED implants are meant to help discover diseases and monitor the effectiveness of drugs.

Few people are really interested in diseases (unless it is THEIR disease of course).

A lot of people are interested in tattoos.

Which is why Philips is telling a story about moving tattoos instead of a story about diseases.

Science will probably never become part of pop culture.

But Philips' scientists have invented a way to deal that.

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