A60 Celebration

World’s #1 direct selling company, Amway, set out to acknowledge and celebrate the successes of Amway independent Business Owners (ABOs) for their 60th anniversary, called A60. A60 aimed to be most spectacular and surprising event in the company’s history, celebrating business growth and catalyzing the future of the brand. The objectives to make the event surprising, memorable, and shareable needed to resonate in every language, culture, and achievement class. 
We welcomed 3,468 Global ABOs representing 48 countries and spanning 23 languages. The challenge of providing a personalized, never-before-seen experience was met by crafting a digital strategy to deliver an agile, responsive, and personal experience. The heart of our strategic approach was based on a human-centered, attendee-first strategy, speaking to attendees present and hopeful prospects watching via social channels.
 The result? We set world records and industry standards. This audience, which attends recognition events every year, felt engaged like never before. The resounding success of A60’s technology strategy alone compelled the organization to rethink digital engagement across all major events. From setting a world record for the most projection-mapped displays at a single venue, to Lady Gaga’s performance, to AR falcons flying overhead, we evoked feelings of excitement and wonder combining industry-leading technology with awe-inspiring creative storytelling.