When you build culture, you build brand. For Otsuka, a Japanese pharma company, the opportunity was to align a dispersed workforce around Otsuka’s corporate values while encouraging the daily social interactions that are so critical to shaping strong culture. Our thought? Bring people together for an unconventional day of brand building. It was time to get hands-on with Otsuka.
Most employee engagement efforts fall short because they’re generic and try to “sell” to employees like they’re customers. Instead, we focus on creating personal and emotional connections. We asked Otsuka-people to bring out their inner sculptor and express what Otsuka culture means to them on a single copper tile. Hundreds of tiles later, the “One from many” sculpture honors the freedom and creativity, balanced by focused energy, of the Otsuka brand.
The sculpture is now permanently installed in their U.S. campus in Princeton for all employees and visitors to see. It’s a daily reminder to everyone of the importance of Otsuka values and their role in achieving the Otuska mission: to create new products for better health worldwide.