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Novo Nordisk ESC Congress


After its huge success last year, Sinners Domino Entertainment recently supported the market leader for pharmaceutical products for diabetes, Novo Nordisk, at a specialist medical congress for the second time. Dominoes were used to communicate complex medical messages in simple terms.

Dominoes on all four congress days
The European Society of Cardiology (ESC) Congress is the world’s largest event of its kind and was held in Paris in the first week of September, welcoming more than 30,000 delegates. Each of the four congress days featured a spectacular domino setup that illustrated a specific message.

Complex medical topics explained in simple terms
“Just like us, Novo Nordisk has high standards when it comes to design. As was the case last year, we again skilfully used dominoes as a live communication tool in order to translate complex medical issues into simple, understandable and fascinating showcases for spectators. The main focus is on communicating the fact that cardiovascular disease is the main cause of disability and death among patients with type 2 diabetes. Based on this aim, we have developed three different designs that highlight these dangers and risks and demonstrate what can be done to prevent them. First and foremost, we need to grab viewers’ attention: every visitor can therefore create their own personal ambassador domino and place it in the chain reaction”, stated Patrick Sinner, Project Manager at Sinners Domino Entertainment, explaining the idea behind the unusual stand activity.

Live construction in front of an audience
Visitors were able to watch the construction of the domino setup live and in person, which not only captured their attention but also increased the suspense. At the end of each day of the event, all of the domino projects ultimately toppled as planned and were met with plenty of applause and fascination on the part of both the client and the audience.

The highlights:

  • A domino event for the Diabetes Awareness Campaign
  • A live communication tool at a specialist congress
  • Sparking fascination for complex topics
  • An event attracting 30,000 visitors over several days

Novo Nordisk A/S




Novo Nordisk ESC Congress Domino Show in Paris


To continue the Diabetes Awareness Campaign and adapt the developed design of the diabetes congress to suit the new requirements at the cardiology congress


Developing a concept for and creating three domino designs with a complex medical message on four days of the congress at the exhibition stand in front of an audience of trade visitors, completed perfectly on time







production days


domino experts

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