23andMe Meet Your Genes explore

23ANDME MEET YOUR GENES

How do we educate consumers about the tests offered by 23andMe — the well-known consumer genetics company — and showcase their “Meet Your Genes” ad campaign   in an offbeat, memorable way?


MAS designed a pop-up house with colorful, eye-catching rooms that tied to specific genetic markers, giving guests real-life examples of how the idiosyncrasies in their genes affect their daily lives.

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Guests learned about the sleep movement gene in the bedroom, muscle composition in the home gym, genes implicated with Celiac disease in the kitchen, and susceptibility to lactose inside the refrigerator. Every room was interactive, informative, and Instagrammable. Information about the genes was displayed in large infographics outside of each room, and gene factoids were hidden throughout the space, allowing for the thrill of discovery at every turn.

To put their newly gained knowledge to the test, attendees participated in a fun and interactive quiz as they exited the activation — their A+ scores proved that they’d been paying attention!

Furthermore, eligible participants were able to spin a prize wheel with the ultimate prize being a 23andMe Health + Ancestry kit! The installation garnered press from Adweek, Business Insider, and The New York Times and gained millions of social media impressions within a single weekend.

To put their newly gained knowledge to the test, attendees participated in a fun and interactive quiz as they exited the activation — their A+ scores proved that they’d been paying attention!

Furthermore, eligible participants were able to spin a prize wheel with the ultimate prize being a 23andMe Health + Ancestry kit! The installation garnered press from Adweek, Business Insider, and The New York Times and gained millions of social media impressions within a single weekend.