BETHYL LABORATORIES ANTIBODY CAMPAIGN
After 40 years in the business of developing quality antibodies, Bethyl Laboratories still felt they weren't receiving the meaningful market awareness that they deserved. Customer insight had proven that their antibodies performed excellently, and they knew they needed to expand awareness on their sample program to draw in more customers. An underdog to larger corporations, Bethyl had to stand out among the crowd with bold, statement-making creative. HDMZ took the road less traveled and created a series of black and white ads that only featured a headline and a logo—no imagery. The simplicity of the nearly blank page was what made them stick out among the clutter of competitors' ads.
- Business strategy
- Concept development