Ahead of the event there was published several short films via a custom-made web app to all the employees. The main character, Lars Askeladd, was portrayed by the executive director in Gjensidige Lars G. Bjerklund. He had a mission to find the magical elixir which all the employees would get at Kongssetra at Lillehammer. For Lars to complete the mission, the employees also known as the good helpers, had to answer the questions that appeared throughout the films. These questions were built upon the strategy of Gjensidige and for every correct answer, Lars Askeladd was brought closer to the goal. The answers mapped out the understanding of the situation of Gjensidige prior to the event.

600 excited employees met at Lillehammer, also known as Kongssetra, for two days of business input, teambuilding and a fantastic atmosphere. There was a red thread through it all: actors dressed as well-known fairy tale characters, fiddle playing, the Askeladden game (teamwork) and the 206 year long history of Gjensidige told in 206 seconds.

Collaboration within an organisation is vital for the company to grow and become better together. That is why «Folkeeventyret Gjensidige – Lars Askeladd og de gode hjelperne» was a fitting theme for the event because collaboration and teamwork was what led Lars Askeldadd further on his mission towards the secret elixir. Both the short films prior to the event and the Askeladden game was important elements that involved the employees both before and during the event.