The British division of the pharmaceutical company Daiichi Sankyo would like to develop from being a mere seller of a product to becoming a network partner and opinion leader. The aim is to drive the market and its developments forward and to improve the healthcare system in Great Britain. This resulted in 2019 in the corporate vision “We shape the future of health”, as well as the communication campaign #futureiscalling developed by the agency onliveline. The starting point for the internal and external campaign was the Cycle Meeting 2019 - the annual employee convention. The new and special corporate vision, as well as the campaign, were to be presented as an experience for each individual employee.
After an opening trailer that boldly addressed the problems faced by the healthcare system, a call from the future was staged: shrill ringtones, a hubbub of voices, chaotic spotlights – the CEO’s mobile rang. He took the call and spoke to the future. Then each employee received a message from the future and was called upon to participate. The call was reflected spatially by means of a changing set design and a gate to the future opening. Through slidable, animated LEDs, reflections and a specially composed soundtrack, walking through the tunnel became a special experience. It ended with an anamorphic sculpture that showed the corporate vision as an impressive image. During the three-day festival, employees had the opportunity to work on innovative solutions together in input sessions, discussion formats and co-creation workshops. A gamified app supported the process with personal agendas and the possibility to gather points and to share ideas in real time