Novo Nordisk EASD Congress

Different domino designs every day
At the European Association for the Study of Diabetes (EASD) Congress in Berlin, diabetes experts from all over the world come together to discuss their field. Throughout the congress week, a different motif was presented at the company’s exhibition stand every day to raise awareness of the dangers and risks associated with type 2 diabetes. 1,000 trade visitors were also given the opportunity to sign their own personal ambassador domino, which was then integrated into the daily domino show.

Dominoes attract attention
“This example yet again demonstrates how dominoes can be used in a targeted manner as a live communication tool. Our domino structures were able to effectively communicate complex medical issues in a straightforward and understandable way. Using such an extraordinary means of communication also ensures that the issues remain in viewers’ minds for longer after fully attracting their attention during the event. On the first day, the outline of a human body was created using dominoes and displayed with the message that people with type 2 diabetes are two to six times more likely to die from a stroke or heart attack’. The next day’s structure contained the additional fact that “cardiovascular risk remains high even when blood sugar is controlled”. In this second design, dominoes were used to present all of the groups and individuals connected to the disease, which surrounded a blue cube representing the heart and blood sugar level. The first structure of the event focused on a heart as the central motif to communicate the message that high blood sugar leads to damaged blood vessels and increases the risk of blood clots”, stated Patrick Sinner of Sinners Domino Entertainment, explaining the creative design.

A second collaboration with Novo Nordisk
Sinners Domino Entertainment already created a video production for Novo Nordisk back in March. The film was shown at the exhibition stand as a central element of the Diabetes Awareness Campaign.

The highlights:

• A domino event for the Diabetes Awareness Campaign
• A live communication tool at a specialist exhibition
• An event attracting 1,000 visitors over several days
• Idea development, design and implementation all from one single source

More information and press coverage:

Video Novo Nordisk Twitter (EN): Change in motion