Places of Amgen: Connecting Global Locations Through Storytelling
I developed the Places of Amgen campaign to showcase Amgen’s global presence and celebrate the diversity and talent of its employees—the true foundation of the company’s success. This multi-platform initiative, shared on LinkedIn, Facebook, and Instagram, provided an inside look at Amgen’s locations worldwide. Each feature explored the unique work, history, and contributions of these sites while spotlighting personal employee stories, further humanizing Amgen’s corporate identity.
A significant highlight was the feature on Amgen’s Paris office, which emphasized Amgen France’s commitment to LGBTQ+ workplace inclusion. This story reflected the company’s broader dedication to fostering a culture of diversity and belonging, underscoring Amgen’s values on a global scale.
The creative direction of the Places of Amgen campaign drew inspiration from the nostalgic charm of postcards designed to evoke the warmth and excitement of receiving a personal note from a friend far away. This approach created a more personal connection with the audience, making Amgen’s global operations feel intimate and relatable.
Places of Amgen served as a cornerstone of a larger, strategic content plan that I developed and refined over the past three years. This overarching strategy focused on enhancing Amgen’s digital presence and driving deeper engagement across platforms.
The response to the campaign was incredibly affirming, with a 15% engagement rate and hundreds of shares, and was even featured in Endpoints News. It underscores the power of storytelling in connecting with our audience, fostering a deeper appreciation for Amgen’s work and the people who make it happen. Through “Places of Amgen,” I aimed to elevate the brand’s visibility and weave a narrative that resonates with the audience, highlighting the significant impact of the work globally and the remarkable individuals who drive our progress.
All artwork is designed by Arie Opzeeland.
