Client: New York Bakery Company

The Brief

Design and deliver the UK’s inaugural 'Global Energy Race' as part of the 2016 worldwide series (37 cities // 22 countries // 1 day), with a strong emphasis on designing an employee engagement experience for the New York Bakery Company's UK employees from three factory locations.

The Solution

Through our Experience Design Thinking framework we created a campaign that placed the internal NYBC community at the heart. The event, which was hosted in one of the UK’s largest regional Cities close to NYBC's largest UK factory, offered participants a 3km, 5km or 10km route and culminated in a family friendly event village with bagels for everyone! The 10km winners received a trip to the 2017 Global Energy Race experience in Beijing. 

The Results

  • Strong internal participation with over 100 NYBC employees.
  • UK experience delivered on a global stage.
  • Marketing and digital reach of over 400,000 in UK through Facebook and Google Ads.
  • Over £5,000 raised donated to The Trussell Trust, the event charity partner, achieving campaign's CSR targets.