The demo installation was built to promote the unique benefits of Vitrolife G-series IVF-specific embryo mediums. In the G-Series, each product is developed to resemble conditions in the female reproductive tract and fulfill embryo growth. "With the new interactive tool, we wanted to show the unique composition of the G-series media by demonstrating each step of the culture system that is so important for a successful outcome," explains Lisa Reck, VP Global Marketing at Vitrolife.
"As the key to success in IVF is care, it was essential to show the challenge of carefully handling gametes and embryos outside the human body and how Vitrolife excels on this task. Therefore creating a hologram seemed a natural choice for this project. We are very proud of the result and thrilled that we won the outstanding Red Dot award together with Vitrolife", says Joel Rozada, The Techno Creatives founder.
The hologram experience
Vitrolife and The Techno Creatives partnered up to create a thoughtful and inspiring communication around the G-series. It explains in a clear and eye-catching way how the G-Series media assures that through each stage of IVF, embryos and gametes will be surrounded by optimized conditions.
This way, the interactive installation allowed the user to select a medium to learn about by pressing its physical bottle. This action populates the holographic display around the virtual embryo with information on how this specific formula helps it grow during the IVF process.
"Customers could interact with us in a new way, and it definitely added a fun and inspiring element to our booths", resume Reck.
As the showcase caught the attention and interest from Vitrolife's booth visitors at Vienna's exposition, it has since been used multiple times.
Presentation of Red Dot winners
Almost 7,000 projects and brands from 50 countries participated in this year's prestigious design contest. Award-winning brands and projects will be presented on the Red Dot website from October and in the International Yearbook Brands & Communication Design in November.
For more information, please contact:
The Techno Creatives
Fernanda Schimuneck, Brand & Ambassador Communicator
+46-0-722 66 7058
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The Techno Creatives - The Techno Creatives tailor iconic experiences, services, and products - partnering with companies across the globe. With offices in Gothenburg and Shenzen, The Techno Creatives leverage design, strategy, and tech capabilities to explore, develop, and accelerate new impactful solutions.
Vitrolife - Vitrolife's vision is to fulfill the dream of having a baby. Supporting our customers to achieve successful treatment outcomes by providing valued solutions and services for assisted reproduction. Vitrolife was established in Sweden in 1994 when the field of assisted reproduction was still young. Since then, the company has grown to become one of the market leaders within the IVF field.
With less than one year in the market, Axkid connect already won a Red Dot and was the only Swedish representative in the Product category of UXDA 2021
"G-series interactive Hologram" is the winning project in Brands & Communication Design 2020. Vitrolife first showcased the demo installation in Vienna.