JUNE 22 – 01
New Leaps by Bayer Annual Review 2021
Concept, Editorial & Design
We are delighted to inform you about our latest project for Leaps by Bayer. We were in charge to conceptualize, edit and design their first Annual Review, which highlights key milestones achieved by their team and portfolio, biotech investment trends, Leaps’ community engagement activities, and more. Please head to their webpage to download the full report: https://leaps.bayer.com
APRIL 22 – 01
Jennifer Doudna & Tory Burch Collaboration
Unleash new power and opportunities
What a sharp collaboration between Jennifer Doudna‘s Innovative Genomics Institute and the Tory Burch Foundation - it is so important to come together across segments to get out of bubbles in order to unleash new power and opportunities - and in this case especially for women.
FEB 22 – 02
Connecting with the customer through narratives, myths, and metaphors
When brand leadership is all about the story
Today’s media landscape that brands need to aptly navigate has been becoming ever more multifaceted in recent years. Not only are media channels increasingly fragmented and subject to extremely fast shifts, especially with regard to social media, but a whole new layer of complexity has been added through the emergence of the metaverse. The differentiating factor that brands can and should leverage here to help inform, orientate and, above all, inspire the customer does not lie on the product or category side, but in the mastery of storytelling. If executed with a thorough understanding of what resonates with the customer, storytelling in itself can establish, enhance, and constantly nurture the brand value. The pivotal role of storytelling to the building of aspirational brands is also reflected in the concept of Added Luxury Value (ALV). The key idea behind this notion is the fact that legacy brands do not focus primarily on their product or category, but on connecting with the customer through narratives, myths, and metaphors. Key players within the biotech sector increasingly are currently pushing into B2C markets as well, since they have understood the importance of telling meaningful stories to making a difference in customer awareness. A perfect case in point is provided by Flagship Pioneer, a Boston-based biotech investment fund that has, amongst others, financially backed Moderna. Through podcasts, editorials and overall inspiring content, they have mastered the art of storytelling to an extent where their actual product offering almost comes to the background. This seemingly soft strategy proves to be extremely effective in leveraging further funds or, in the case of brands, in propelling sales. Thanks to its longstanding experience in helping leading lifestyle brands like Nike or Red Bull produce aspirational stories to be shared with their consumers, Circle Culture Consulting has successfully consulted some of the most promising biotech companies on their brand positioning, with a special focus being put on developing truly differentiating stories. Link to the corresponding article: https://jingdaily.com/metaverse-louis-vuitton-nike-sothebys-storytelling/?utm_source=Jing+Daily+Subscriber+List&utm_campaign=f5505a5905-EMAIL_CAMPAIGN_2020_03_12_06_39_COPY_01&utm_medium=email&utm_term=0_8dec01cd8d-f5505a5905-408281937
AUG 22 – 01
'South Park' Pop-Up Shops Launching Around the World to Celebrate Show's 25th Anniversary
In Collaboration with Circle Culture in Berlin
The award-winning animated series South Park celebrates its 25th anniversary, and to celebrate, South Park Studios and Comedy Central have opening an exclusive South Park pop-up store in Mitte at our workshop and gallery space in Berlin. The anniversary event begins on July 29 in Mexico City before heading overseas to London on August 12, Berlin on August 19, Tokyo on September 16, and Lucca, Italy on October 28. Each shop will be open for one weekend only before heading to its next international destination. Given the popularity of South Park around the globe, it's an opportunity to get international fans in on the action without having to travel to the U.S. The perfect place for fans to immerse themselves in the world of Stan, Eric, Kyle and Kenny. Among other things, the store has exclusive South Park merchandise, original props from the long-running series and special photo ops for unforgettable Instagram moments. In addition, there will be articles featuring the most popular characters, interactive surprises and exclusive local products.
MARCH 22 – 01
WORKSNAPSHOT CIRCLE CULTURE CONSULTING
Content Creation & Messaging
This piece of work was produced for our long standing client Leaps by Bayer for the Boston Hub Week, a Boston-based festival eclectically fusing art, science and technology. We have developed the messaging for their innovative and extraordinary escape game “Breaking Through Impossible”. Escape games build immersive 3D worlds commonly featuring a blend of both analogue and digital elements in which teams are confronted with a key challenge that they need to jointly find a solution to. Much of what is aimed to achieve is not yet possible. Setbacks and failures are to be expected while pursuing such ambitious targets. The „Breaking Through Impossible“ Escape Game is designed to reflect the culture that defines the Leaps by Bayer organization, and to inspire people to experience what it means and feels like to be part of a biotech breakthrough (leap). The escape game simulates the rush of landing a biotech moonshot to inspire targets to continue their pursuits of seemingly impossible breakthroughs.
JAN 22 – 02
Work Snapshot from Circle Culture Consulting
Brand & Messaging Development for Chromologics
In one of our latest BioTech consulting projects, we traveled to the countryside of Copenhagen to conduct a Brand & Messaging workshop with the entire team of Chromologics, a synthetic biology company. Chromologics is a Danish biotech spin-out from the DTU - Technical University of Denmark. They have developed a fungal biotech platform for the production of novel, natural colorants. Prior to the workshop, we conducted in-depth interviews with the main stakeholders to gain their insights and perspectives on the brand as well as understand/recognize the competitive advantage and mid- to long-term goals of Chromologics. The input received was decoded and prepared as stimulus material for the workshop, where we applied our CI steering tool „the TAS system“, the Brand Circle and Messaging Pyramid. We were thrilled to witness the successful outcome of our workshop program and how it aligned a diverse and ambitious team made up of scientists, business developers, and product strategists towards a common goal and how to most importantly achieve this goal together.