AM is a leading area developer working across the Netherlands on innovative residential, work, and living environments. Well-known projects include the transformation of the former Bijlmer prison in Amsterdam into a new sustainable urban district, and De Zalmhaven in Rotterdam, the tallest residential tower in the Benelux.

At the heart of the campaign is a 45-second manifesto film that invites viewers to see the world through AM’s eyes. Where others see obstacles, AM sees opportunities. A vacant lot becomes a future full of life. An outdated warehouse transforms into 15 distinctive loft apartments. And an old prison? In AM’s vision, it becomes a green, vibrant, and creative neighborhood developed in a circular way. In short: when you look beyond barriers, area development offers far more possibilities than you might think. The film brings this vision to life through AM’s three impact themes: move to climate positivity, design for wellbeing, and create social impact.

“Over the past two years we have worked step by step and intensively on building the AM brand. With this campaign, we are now taking the next step and I am incredibly proud of it. It underlines AM’s optimistic and driven mentality, and shows what we stand for as an area developer: with courage and creativity, we create inspiring and future-proof living environments,” says Dennis Lith, Manager Brand & Communications at AM.

“You can talk about the future, or you can create it. AM creates it. Our task was to creatively translate that ambition into a brand campaign that inspires and resonates with the target audience. It’s about enabling these audiences to see through AM’s eyes and discover the true potential hidden in any area,” says Tom te Buck, strategist at Natwerk.

The campaign consists of a manifesto film (OLV), a radio campaign, 20-second ads, print media, and an always-on campaign on LinkedIn. The 20” spots, in collaboration with Ad Alliance, will run across various DPG Media channels, including AD.nl, NU.nl, and RTL Nieuws. With ‘Zie het voor je’, AM challenges policymakers, housing associations, and investors to look at area development from a new perspective.