Mission/Challenge: 

Dustin is one of the leading, online based IT partners in the Nordics and the Benelux who provide their customers with made-to-order solutions based on their needs. Since meeting last time in 2018, the company has been on a journey. Developing their customer experience, values and expanding on to new markets through accuisitions.  

Our mission was to gather all 2500 employees, from 6 countries, at Avicii Arena to create a clear picture of what has happened over the past years and what is happening in the future. By doing so, building pride and mergning all employees in to One Dustin. A Dustin of the future.  

Solution/Creative idea: 

How do we manifest the journey that Dustin is on, so everyone gets inspired to push more boundaries and becoming ”The leading IT Powerhouse in the Nordics”? 

Well, our idea was originally based on the IT industries fascination of space and travel. As we knew that Dustin was an industry leader as well, we saw it fit the to put Dustin into that context; a tale about a company reaching for the stars. We wanted all 2500 employees to fully experience, feel pride and understand their roll on this joruney that they are on but also feel engaged to push even further. 

Then and there, we created the concept: ”Dustinverse”. A full-on brand experience arena activation.  

Experience: 

We told the story about ”Dustinverse” by dividing it into 3 parts. Upon arrival, we put our ”Dustineers” into the right setting by creating an entrance to the arena as a space docking bay. Sound, lights and mood was incorporated in the experience of walking to the mothership as everyone took their places in second part of our concept: ”The take-off”.  

”The take-off” was created as our main stream of information, where management had Dustin Talks, shared inspiring sucess stories and engaging the audience in different interactive ways. The set design was based on looking like a space ship before take-off, and before revealing the next part of the story, we created an audio-visual experience to simulate the ship going out to ”The Dustinverse”.  

 The last but not least part was the arrival in space aka ”The Dustinverse”. Since the main goal of this experience was to gather everyone, acknowledge and celebrate the achievements made over the past years, we needed to add that forward-leaning flavor to it. To facilitate this, we organized four activation areas called "The Four Supernovas of Dusrtin", each with a different theme based on the company's values. The intention was to create a natural space for people to come together and socialize. Morover, as Dustin prides itself on being a leader in innovation, we also incorporated robots into the gatherings. These robots not only served food and drinks but also danced and added to the overall experience.