Communicating Change
With the need to leverage its global positioning, a world waking up to the benefits of healthy eating and important new collaborations, Kraft’s brief to Proterra was to devise a way of communicating positive change to its UK employees. Using specially commissioned video, computer generated graphics, live interviews and interactive presentations, Proterra took 450 delegates on a virtual 24-hour global journey. Destinations included sustainable coffee production in South America, Gloucestershire school children growing their own food and the launch of the company’s new Tassimo coffee machine across Europe. A survey of attendees after the event revealed it to be the most exciting and informative internal event ever staged.