CHALLENGE
After becoming a household name during the pandemic, AstraZeneca wanted to connect with a broader set of stakeholders, from healthcare professionals to patients and policy makers. To make that happen, it needed to break down the silos of corporate storytelling and highlight its impact across diverse cultural contexts. The idea was that this would give audiences a more holistic understanding of the business – and demonstrate the global nature of science alongside the local impact of healthcare.
With the campaign set to be rolled out across local markets, it was essential that each market felt a sense of ownership and could create opportunities for their individual stories to shine.
SOLUTION
Early and regular engagement with local markets was key. And this wasn’t just a way to gather insights – it was about understanding the cultural nuances at play across a global business and identifying the local stories that would resonate locally.
‘The Big Difference’ was rooted in a unique interconnected storytelling approach, designed to showcase AstraZeneca’s scientific expertise and local presence. The story framework emphasises how impact in one area serves as the foundation for breakthroughs in another, highlighting that the big picture is always made up of smaller details.
The visual storytelling system mirrored this approach. Inspired by the relationship between micro and macro detail, the design contrasts small, observable processes (like the breakdown of waste) with wider impact (the transformation of waste into energy that heats AstraZeneca’s buildings as part of its decarbonisation efforts).
IMPACT
The campaign pilot, which ran in the UK, Canada and Australia, exceeded key KPIs, earning 8.8 million impressions and 1.5 million views.
