Blueprint Genetics - Be the One.

  • Campaign
  • Creative Direction
  • Film production
  • Direction
  • Film
  • Photography
  • Careers

Blueprint Genetics is committed to the individuals and what they do is groundbreaking - combining technology with the most complex human genetics to ultimately save lives. 20/20 teamed up with Blueprint Genetics to create a concept for a recruitment campaign that evokes emotions and finds a strong reason for the professionals in the field of genetics to join their incredibly talented team that drives the future of clinical testing forward.

Background.

How to find the best talents in the world to join Blueprint genetics? They are probably used to get messages like “join us, the growing startup that offers a relaxed atmosphere with high salary and lots of perks.”

So how do we differentiate from that? What makes your business and company unique? People want to be part of something bigger than themselves. They want to be in a situation where they feel that they are doing something for the greater good.

Concept.

What Blueprint Genetics has to offer is being part of the crew that ultimately saves lives. Blueprint Genetics is committed to the individual ones. Being part of the crew that makes a difference. Combining the highest technology with the most human matters. Respect for human lives. Being the one that drives the future of clinical testing forward.

Execution.

By highlighting the impactful stories of groundbreaking discoveries made through genetic testing worked as a powerful and emotional visual journey when reaching out to professionals to join the ride into the future of genetic testing. The impactful campaign visuals were made to serve different audiences covering different digital medias and platforms from website and campaign landing page to Facebook, Instagram, and LinkedIn.

Media & Results.

The purpose was to lead traffic to the Blueprint Genetics Careers web page, where the deepening story and introduction of Blueprint Genetics are shared by the employees telling about their experiences, inform about the open positions and showcase all the possibilities Blueprint Genetics has to offer.

Recruitment
Target was 70 new employees in 2021
82 new employees in EMEA total 2021 +215% from 2020
Approx. 28 new employees in NA

Careers.blueprintgenetics.com performance
42,906 website visitors in 2021 +45% from 2020
92,897 pageviews in 2021 +75% from 2020​
2,950 applications in 2021 +74% from 2020

Organic social media
178,354 post impressions​ (Go Big posts)
9,727 post engagements​ (Go Big posts)
2,932 new social media followers​ +22% from 2020 (+30% in LinkedIn)



Production.

Client
Blueprint Genetics
Senior Director, CX & Brand: Sofia Lund
Manager, Brand Communications: Juulia Simonen

20/20
Creative Director: Jyri Rapo
Client Director: Mia Oksala

Film
Production: 20/20
Director: Jyri Rapo
Producer: Mia Oksala
DP: Anton Tevajärvi
1st AC: Ludvik Pruszkowski
Gaffer: Baptiste Brousse
Fixer/Scout: Renata Pepper
Color: Grade One

Photography
Photographer: Anton Sucksdorff
Retouch: flc helsinki

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