Orig3n / 49ers "Faithful DNA" Partnership

Orig3n, a healthcare startup, was trying make a name for itself with a line of DNA tests that consumers can use to make more informed health and lifestyle decisions, based on their unique genes. To help get the word out, Orig3n became an official partner of the San Francisco 49ers.

Bringing this partnership to life meant concepting and writing a LOT of deliverables, both big and small. Starting with some simple swag and web content, we eventually launched a 49ers-branded DNA test, an on-site testing booth at the stadium, and even “Orig3n DNA Day” at a 49ers home game.

  • Role Concepting, Writing, Oversight
  • For Orig3n DNA Tests
  • Type Integrated Campaign, Event, Web, Display, Product, Video, Signage, Swag

49ers fans are called “The Faithful," so we wrapped the entire campaign around the idea of "Faithful DNA.”

The partnership initially began with a booth outside the 49ers stadium – where fans could try and buy DNA tests, take their own trading card photos, and get cool swag like custom Orig3n eye blacks.

A video about the early stages of the Orig3n / 49ers partnership.

As the campaign continued to expand, we started to introduce Orig3n into the stadium – like this infographic in a box suite.

We also began to advertise in-stadium on the Jumbotron. (Always a dream of mine, to do a Jumbotron.)

From there, we helped launch a new DNA test – including packaging, a website, and print and display ads – centered around football legend and 49ers GM John Lynch.

A video spot we made to promote the John Lynch 49ers DNA test.

Eventually, we even helped put together “Orig3n DNA Day” at a 49ers home game, with every fan receiving a lanyard with a sample DNA test and a gene-focused football card.

“Orig3n DNA Day” Jumbotron instructions from 49ers GM John Lynch. I'm proud to say I made him say, "Let's get swabbin'" roughly 600 times.