For 125 years, KWS has been building the infrastructure of the Netherlands. An anniversary worth celebrating with the people who make KWS what it is. That’s why KWS asked The Groundbreakers to create a large-scale family festival for employees and their families. From concept and programming to production and execution, we brought everything together for one festive day at KWS’ own site. But the experience began long before the first visitor set foot on the festival grounds.
The excitement starts on site
With employees working across the Netherlands, a digital invitation and event website alone weren’t enough. We wanted to bring the anniversary directly to KWS employees. So we hit the road with an eye-catching food truck and enthusiastic hosts, visiting KWS construction sites and offices. During lunch, employees were treated to a warm Dutch meatball sandwich, served on a napkin designed in the festival style. They could ask questions, get their colleagues excited and sign up for the event straight away. This turned an invitation in their inbox into the first tangible taste of what was to come.
Anniversary mail for the whole family
Because the festival was about more than just the employees, we brought the excitement home too. Families received special anniversary mail featuring a personalised colouring page. Using augmented reality, the coloured-in KWS excavator came to life in 3D on their smartphone. An invitation for the whole family. Through a combination of online communication, workplace visits and an interactive surprise at home, we gradually built excitement for the anniversary. The festival experience started weeks before the event itself.
One big KWS family festival
KWS then celebrated its 125th anniversary together with 2,500 employees and their families at a summer family festival filled with fun, connection and memorable experiences. Hosted by Leo Alkemade, the stage programme was opened by CEO Frank Groot and CFO Seraf de Bekker. Colleagues who had been with KWS for more than forty years were also given a well-deserved moment in the spotlight. The celebrations continued with performances by Robert van Hemert, DJ Disco Nico and cover band The Recipe, among others.
Beyond the stage, there was plenty to experience for all ages. Fonteinplein was a lively meeting place with food trucks, terraces and the fountain bar, while visitors could unwind at the Zomerterras with its urban beach. At the Pretpark, a Ferris wheel, obstacle course, bouncy castles and an XL LEGO area offered plenty of adventure. Children could also show off their football skills during clinics with freestyle footballer Bailey Regt, practise their acts at the circus school or have their picture taken with Bob de Bouwer and Buurman & Buurman.
From the first meatball sandwich at the construction site to the final note of the festival, 125 Years on the Road Together was more than an anniversary to celebrate together. It became an experience that the entire KWS community could look forward to, step by step.
