Celebrating differences
I transformed Danone’s global Inclusive Diversity brief into a culturally resonant, employee-led celebration—without losing authenticity or impact.
THE CHALLENGE
In a market where “diversity” can sometimes be seen as little more than a corporate buzzword, Danone set out to launch its global Inclusive Diversity initiative at its annual two-day retreat on Kish Island—bringing together around 300 staff for training, team building, and a much-needed dose of sunshine. But how do you celebrate diversity in a culture where certain topics—like women’s roles, gender identity, and sexuality—are considered off-limits? More importantly, how do you do it in a way that doesn’t come across as preachy, especially when you yourself feel uneasy about pushing a message that might land poorly? Would a company-wide “celebration of differences” end up lost in translation?
“David found the sweet spot between creative engagement and cultural respect—transforming a global message into a local celebration.”
THE SOLUTION
Recognising this delicate tightrope, I proposed an approach that made each attendee the co-author of Danone’s Inclusive Diversity message—so it would feel personal, not imposed. First, we scrapped the routine email invite in favour of a playful entrance questionnaire, asking each guest to craft their own “Native American name” (a creative combo that reflected who they are). Their answers served double duty: confirming attendance, providing sizes for branded swag, and inspiring a vibrant visual theme for the event.
Armed with these self-descriptions, we commissioned a live-drawn mural capturing everyone’s unique “identity” and how these differences power Danone’s collective goals. We filmed the illustrator in action, pairing the footage with a voiceover explaining how each person’s quirks and qualities come together to form a stronger whole. On-site, the mural took pride of place as a massive 3x5m backdrop, leaving a blank canvas for attendees to add their fingerprints—literally marking their commitment to inclusivity. We then wove these visual elements into the retreat’s training sessions, using them to localise Danone’s global initiative in a way that felt more organic than directive.
To amp up the excitement, we introduced three celebrities via a game of “Guess Who,” where cryptic clues highlighted each star’s defining traits. Once identified, each celeb offered a video message championing the value of difference—reinforcing the idea that embracing uniqueness is a gateway to growth. For the top brass, we designed a whimsical kaleidoscope gift, underscoring the idea that “to see things differently, we need to see different.” Finally, we collaborated with the HR team to fine-tune presentations that hit Danone’s global targets while respecting local nuances. By anchoring everything in guests’ own words and personal stories, we ensured our message landed with honesty and warmth, rather than top-down preaching.
THE RESULTS
Our approach made an immediate splash. Teams raved about how “personal” and “creative” the event felt—far from the usual slideshow marathon. Management took note, citing this retreat as a new gold standard for employee engagement. While we didn’t track hard metrics, the audible buzz and post-event chatter spoke volumes. The live-drawn mural video became an unexpected hit; employees clamoured for a copy to share on personal channels, showcasing their own cameo appearances in the artwork.
Even more telling, Danone continued referencing the retreat in subsequent planning meetings: it became the benchmark for how to make challenging topics relatable and fun. When the client looked to expand their regional footprint, they tapped us for continued support—proof that sometimes the simplest way to tackle a taboo is to let people define it in their own words. By flipping the script—shifting from “here’s what diversity means” to “tell us what diversity means to you”—we turned a potentially uncomfortable conversation into an ongoing celebration of voices. And in a setting where cultural norms can be tricky, that’s a difference worth seeing.
