Client

BD (Benton Dickinson)

Agency

Create Health

Role

Product design, Experiential strategy

Benton Dickinson
A world-first musical interface transforming
pathogen samples into personalised compositions

A musical interface showcasing the diverse capabilities of the BD Max molecular diagnostics system through sound.

An impressive molecular diagnostic solution, capable of analysing 40+ different pathogens and processing up to 96 samples every 24 hours. However, most labs were unaware of its full possibilities.

Many laboratories bought the BD MAX™ during COVID-19 to solely analyse SARS-COV-2. However, most were unaware that the device had the potential to achieve much more, offering an innovative and expanding suite of molecular solutions to meet a far broader range of their needs.

We needed to demonstrate the device’s future-proof versatility to Lab Technicians and Directors, while also setting BD apart as a leader that thinks like no other.

Many laboratories bought the BD MAX™ during COVID-19 to solely analyse SARS-COV-2. However, most were unaware that the device had the potential to achieve much more, offering an innovative and expanding suite of molecular solutions to meet a far broader range of their needs.

We needed to demonstrate the device’s future-proof versatility to Lab Technicians and Directors, while also setting BD apart as a leader that thinks like no other.

Using a mix of math, science and musical experts, we were able to analyse a pathogen’s protein sequence and turned the makers into sound – enabling the world to hear bacteria or virus for the first time.

Using a mix of math, science and musical experts, we were able to analyse a pathogen’s protein sequence and turned the makers into sound – enabling the world to hear bacteria or virus for the first time.

Selecting the right sound

Users begin by selecting one of four diagnostic areas. Within these four categories are dozens of pathogen samples, allowing HCPs and clinicians to easily identify pathogenic data that they recognise, and encounter every day in their work. The fact that these sound samples come from data that is very familiar to these users, building organic excitement and interest.

After all, haven't we all wondered what Verona integron-encoded metallo-β-lactamase sounds like?

Selecting the right sound

Users begin by selecting one of four diagnostic areas. Within these four categories are dozens of pathogen samples, allowing HCPs and clinicians to easily identify pathogenic data that they recognise, and encounter every day in their work. The fact that these sound samples come from data that is very familiar to these users, building organic excitement and interest.

After all, haven't we all wondered what Verona integron-encoded metallo-β-lactamase sounds like?

The interface debuted as part of a VIP educational event in Paris, allowing clinicians, HCPs and industry executives to discover the capabilities of the BD Max system.

9/10

9/10

Overall delegate rating of 9/10

⇡

⇡

BD MAX™ comprehensive increased

48%

48%

BD Brand attribute for innovation increased by 48%

9/10

Overall delegate rating of 9/10

⇡

BD MAX™ comprehensive increased

48%

BD Brand attribute for innovation increased by 48%

Credits

Creative Direction: Joe Ruddock
Art Direction: Evan Winland-Gaetz, Joe Ruddock
Design: Evan Winland-Gaetz
Development: Medico Digital

Credits

Creative Direction: Joe Ruddock
Art Direction: Evan Winland-Gaetz, Joe Ruddock
Design: Evan Winland-Gaetz
Development: Medico Digital

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Based in the United Kingdom,
from Canada, working globally.

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Interested in making something together?
Let's get in touch→

Based in the United Kingdom,
from Canada, working globally.

Email →
Linkedin →

Interested in making something together?
Let's get in touch→

Based in the United Kingdom,
from Canada, working globally.

Email →
Linkedin →