Matt Rice

Promega

Getting 'FYI' Down to a Science

When you're an international biotech company, every bit of energy use adds up. So, Promega enlisted 20|20 Creative Group to craft an internal campaign for its August Energy Challenge, which would promote energy conservation during its peak periods of consumption in the summer.

I served as the lead designer and copywriter for this campaign. Our initial brief suggested that scientists were dry and literal-minded, and that any humor needed to follow suit, but I wasn't so convinced. Instead, I looked to the witty, snarky humor of comedians such as Demetri Martin and cult classic games like Portal, and designed around that voice.

The campaign was a hit with employees, and helped Promega achieve an overall 6% reduction in electricity use for 2018—quite a leap from their original goal of 2% reduction.