An anniversary must be fully aligned with the company’s tradition to emotionally engage the identity and image of a brand in a fitting way. The two-part event series began with an employee event that reflected on the past century in a friendly and celebratory atmosphere. From the boat journey to the themed islands of the 1920s, 1950s, 1970s, 1990s, and 2000s, to a shared look into the company’s future, participants were surprised with a variety of special highlights. A week later, all partners and clients were invited to join in the celebrations.