Dentsu Aegis Network
Fusion as a Festival
Dentsu Aegis Network – Fusion as a Festival
Task: Concept and execution of a unique team-building event focused on change management. Our corporate festival approach prioritized emotions and experiences over traditional formats: real moments, an authentic vibe, food trucks, camping, and cult figure Friedrich Liechtenstein.
When two leading digital communication networks merge and 1,000 young employees come together for the first time, it takes more than a standard transformation event. For this crucial change process, we created a one-of-a-kind corporate festival that broke with mainstream conventions.
The event embodied transformation itself—through an eccentric, playful world that effectively involved participants in the change journey. It inspired, activated, and brought the merger to life. A disused industrial site was intentionally chosen as the venue, offering a striking contrast between tradition and creative renewal.
The result: a captivating and motivational atmosphere with camping instead of designer hotels, food trucks instead of finger food, creative competitions and live performances instead of passive presentations, and cult icon Friedrich Liechtenstein in place of a typical conference host. A celebration of corporate transformation that left a lasting impression.
The project, honored with six national and international awards, proves how a well-designed corporate festival can be a powerful catalyst for change management.
