Amgen Heart Campaign
The octopus has three hearts, the jellyfish is immortal, the cat has nine lives. You have one heart — which is the whole campaign, and the whole medical point.
Amgen Heart CampaignThe brief
A social campaign for Amgen about cardiovascular health, aimed at people who feel fine. The trouble with prevention is that nothing has gone wrong yet, so the message had to land as a fact rather than a warning.
The move
Each post borrows an animal's superpower and takes it away from you — ΔΕΝ ΕΙΣΑΙ ΧΤΑΠΟΔΙ, you are not an octopus — over a photograph on deep navy, with the payoff always in the same place: you have one heart, one and only.
The detail
The type is set to be read at thumb speed: one condensed line, one contrast, and the animal doing the rest. The same lock-up carries into motion without redrawing anything.
- Concept and art direction across the campaign
- Static posts and stories built on one lock-up
- Motion versions from the same artwork
- Greek type set for feed legibility