Title	PLAY YOUR DNA
Brand	SORPO MEDICAL CENTER
Product/Service	DNA INVESTIGATION
Category	C05. FINANCIAL SERVICES, COMMERCIAL PUBLIC SERVICES, BUSINESS PRODUCTS & SERVICES
Entrant Company	BIG IDEA LT Vilnius, LITHUANIA
Advertising Agency	BIG IDEA LT Vilnius, LITHUANIA

Name	Company	Position
Andrius Petkevicius	Big Idea LT	Creative Director
Karina Vilkauskaite	IDEA PR	Account Manager
Zivile Baltulionyte	Big Idea LT	Account Executive
Ieva Seputyte	Big Idea LT	Art Director
Mindaugas Balciunas	Big Idea LT	Copywriter
Jurgita Kazlauskaite	Freelancer	Production Designer
Simonas Vareikis	New Code	Web Developer

The Brief

Medical center Sorpo provides scientific DNA investigation and offers genetic analysis service,that helps to diagnose possible genetic disease or identify exact kinship. Analysis is expensive and everything that client physically gets is printed paper with excel table. Not very valuable,isn't it? The strategy was to add emotional value to the service that is based on science. On account of added emotional value the service completely changed its attitude and attracted new customers as well as expanded its use possibilities and was purchased not only for direct function but also because of acquired new assessment–it became a gift for loved ones.

Creative Execution

The idea adds human touch to very scientific service. Creative solution added emotional value to the service by making DNA code not just a paper sheet but unique melody which could be heard. Therefore it became a unique gift that touches the essence of human being.

Describe the creative solution to the brief/objective.

We decided to turn genetic DNA analysis to extraordinary and personalized gift for various important occasions. IDEA Everybody knows that each of us has unique DNA code and seen how the DNA chain looks like. But...what if we could hear our DNA? We manufactured a music box. Together with a composer we created DNA decoding system. It turns code into notes, renders notes on the punch card, which is put into the music box. When a person turns the handle of the music box, a unique melody starts to play and this melody belongs to the only one certain person.

Results

The client SORPO medical center have got new direct marketing tool which is based not just on function but also on emotional values. It took brand to the new level and defined client as a modern medical center with different perspective to their services. This campaign is based on innovation that any person can hear his/her unique DNA. It could be heart in the very delicate way–through hand made music box. It creates significant added value to the DNA investigation services provided by SORPO medical center. Quantitative data could not be provided due to the confidential terms of the client.