Climbing higher
I helped lead Danone’s internal Everest mission—uniting 300 staff across all levels and turning a 15-month market climb into a winning lead over Nestlé.
THE CHALLENGE
Being number two in a growing market is no victory—especially for Danone MMP, stuck behind Nestlé and eyeing the summit. To claim the peak, they needed more than growth—they needed a unified, driven team. But growth alone wouldn’t cut it. The real obstacle was full-team commitment—crucial for moving from comfortable second place to market leader. Our challenge wasn’t just rallying a national workforce for a 15-month climb; it was navigating storms—both literal and metaphorical—that threatened the entire ascent.
“David’s innovative engagement strategies didn’t just unite our teams—they helped propel us past the competition, securing market leadership.”
THE SOLUTION
We built a cohesive identity that blended ambition with engagement—balancing a sleek, high-performance aesthetic with an interactive, narrative-driven approach. The global CODES training was fragmented, so we aligned it with the Everest story, transforming essential learning into an immersive experience. A comic-book adventure format brought clarity and excitement, making complex strategies digestible and memorable.
Expanding on the global CODES branding, this interactive comic book adventure connected essential training with the Everest mission—engaging, immersive, and perfectly aligned with our narrative.
Securing buy-in was key. A nationwide staff video built anticipation, while a bold leadership move—filming the senior team braving a real mountain—reinforced authenticity. Basecamp itself became an Everest immersion, pushing every participant beyond routine thinking. Despite travel hesitations, storm-related delays, and last-minute logistical challenges, we delivered a seamless, high-impact event.
At the leadership level, we reinforced authenticity by capturing the senior team in action—literally. We filmed them braving a real mountain near Tehran, showing their personal investment in the Everest journey. By involving all levels of the organisation in the story, we fostered genuine connection and buy-in before the event even began.
Understanding the team—this Everest-themed personality test gave real-time insights, strengthening collaboration and team dynamics.
A personality-driven Peak Persona test deepened team cohesion, while an accelerator-style workshop at the Istanbul cycle meeting shattered silos and reshaped mindsets. By blending brand strategy, training innovation, and experience design, we turned Everest from a metaphor into a mission.
THE RESULTS
Danone reached the peak. In just 15 months, they not only surpassed Nestlé but redefined their market leadership, turning ambition into reality through a unified and driven team. Basecamp wasn’t just an event; it became a turning point, solidifying team commitment and setting a new benchmark for engagement and impact.
Success wasn’t just about supporting the climb—it was about setting a higher bar for how Danone communicated, connected, and inspired. Despite every challenge, we delivered above and beyond, proving that even in the face of adversity, the right vision and execution can turn ambition into reality.
Our celebrity guest, Azim Gheychisaz, the first Iranian to climb all 14 eight-thousanders without supplemental oxygen
