EQUALITY, ONE LAB AT A TIME.

Roche’s Cobas X800 series is the gold standard in digital diagnostics. But only the biggest labs can usually afford it.

Enter the Cobas 5800. Big lab tech on a small lab budget. Performance just got democratised.

At launch, the zeitgeist was rich in themes of equality and inclusion. (The BLM movement was really gaining traction, for example).

We echoed that cultural moment of universality in our campaign.

This was a genuine first for a product launch in such a dry sector. It’s highly unusual to show so little of the product, never mind make a concept-based product film and assets.

But then, the highest standards should be open to everyone.

This was one of the most effective campaigns ever produced for Roche Digital Diagnostics. There was universal uptake across the global markets and affiliates.