Marie Curie Actions is an initiative of the European Union that provides research training, career development and mobility schemes enabling young researchers to become truly mobile. To promote this programme in the most effective way to young viewers, Media Consulta TV decided on an approach that would be at once educational and entertaining. The result was 'Chemical Party', a simple yet inventive spot that answers the question: what would happen if people meeting at a party reacted to each other like chemical elements? The surprising and dramatic ways in which the 'elements' interact at the party were used to educate the viewer about the science of chemical reactions, and to reflect the key importance of networking, collaboration and interdisciplinary work in the European research community. The visual simplicity of the spot, particularly the white, beige and blue colour scheme, emphasises the clarity and efficacy of the concept, while the rambunctious, irreverent humour guarantees its appeal to a younger audience.
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