Team building event production for the Unilever Marketing Team

OBJECTIVE: Each year, the marketing team of Unilever Spain holds a Team Building day. On this occasion, the company asked La 5ª to organise an experiential marketing activity, led by Teatro de los Sentidos, to create its 2011 performance culture incentive.

Project

In order to introduce Unilever’s Performance Culture, La 5ª thought it appropriate to create an activity which would bring together a game and a challenge. And so it was that together with the Teatro de los Sentidos, we wrote a play aimed at facilitating team bonding whilst making group members take small decisions to stir up their personal convictions and show them what it is the company expects from them.;

This experience was divided into two parts: the team experience and the personal experience. We created settings similar to an old style canteen with live music. Various members of the theatre group livened things up with games played at the tables, in a relaxed atmosphere to help all those in attendance get to know each other, make them laugh, relax and serve one another’s tables to generate team building. 

Little by little and one by one, members of the Unilever staff were led to a separate table where their personal challenge began. They were then taken through two further rooms which they entered first in pairs, then one by one, and where La 5ª and Teatro de los Sentidos had prepared a circuit through darkness to help them internalize the following message: "Taking a chance means losing something. Not taking it means losing it all".

The purpose of this personal journey was to demonstrate the need to trust one another, overcoming one’s fears and distrust. We embarks on a journey and a journey takes us somewhere because any trip, to a certain extent, either a minor or major transformation, one which nourishes us with something we need in order to not lose out. Basically, we created a dreamscape in which, upon passing certain tests, participants were faced with a greater challenge which emphasised a particular message above all others: the importance of measuring the steps one is takes in life and at work.  

At the end, in a room devised for individual reflection, participants were rewarded with a small bottle containing the essences used to scent the entire activity. This fragrance was given the name Andante con Brío and contained olfactory notes suited to overcome future risks and challenges, specifically: "Warm notes like benzoin and sandalwood to evoke strength and calm. A spicy touch of clove to warm the soul and boost energy. The warmth and safety of jasmine to alleviate fears. A fresh and fun-filled hint of lemon to stimulate initiative and memory". And of course, it was an absolute success.   

The role of La 5ª

In addition to writing the play and jointly supervising the activity with the theatre group, La 5ª took care of all the logistics required to host the event: group pick-up and transfer, adaptation of the rooms of Montjuïc Castle, supervision of the Coffee Break and catering service. La 5ª also coordinated the photography of the event and designed the frame the complimentary group picture was presented in to each participant on the day. 

 Project file

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