From milestone to anniversary campaign

“Come up with an anniversary concept that allows us to communicate for a year. A concept that does justice to 150 years of craftsmanship, innovation and the people who make this possible every day.”

Croonwolter&dros was not looking for a separate campaign or a one-off party, but one powerful story — that honors the past, celebrates the present and connects the future.

A question that is exactly in line with our vision of anniversaries. An anniversary is much more than a retrospective: it is a stepping stone. A strategic moment to spend a year building on brand, pride and connection, and that's exactly what we did.

We kicked off with strategy. What do we want to tell you, for whom and why? Through sessions, conversations and desk research, we built a creative foundation: 150 Years of Worlds Work. A framework that connects the past to today's work and to tomorrow's mission.

Then, with a team of strategists, designers, creatives, copywriters and project managers from our blended agency, we worked on:

• An annual communication and campaign plan
• A recognisable visual style with anniversary logo
• A content strategy and calendar
• Diverse content: video, motion design, photography and storytelling
• A central anniversary website full of worldly stories
• On-site and online activations
• Events for employees, pensioners and relations, culminating in a staff party for 3,500 people

The whole year is about the work, the brand and the people who make it.

From an event to an anniversary website, every resource carries the story. The activations, content, campaign and design reinforce each other. This is how the anniversary grows into an ongoing brand year. One coat rack, many shapes. One story, many faces. From small to big gestures. Everything comes together because of our blend of expertise: no separate resources, but a 360 degree approach.

150 Years of Worlds Work lives. Internally, the sense of pride is growing. Externally, (h) recognition is increasing. And that's just the beginning: in the coming months, we'll continue to build on this festive year - with new content, encounters and touching moments. A year in which pride becomes tangible and the work of the world can be felt.

What started as a milestone continues to grow as a brand movement. And that is the strength of an anniversary as a brand-strengthening year.

Building an impactful anniversary year is not something you do in separate actions. You do that with one story. One coat rack. And a blended approach where everything is right.