More than just a great party, the 150th anniversary celebration of the Sandvik Group was designed, planned and produced to strengthen the iconic brand both internally and externally. Regardless of channel or territory, the celebrations offered a unifying image to all 55,000 employees around the world, and pointed to a bright future. This was also a great opportunity to strengthen Sandvik’s employer branding on the labour market and among students. Our event strategy included five banquet nights for the 13,400 employees in Sweden, and an 8000 m² exhibition for the public. Globally, 370 selected Anniversary Ambassadors were put in charge of holding celebrations at all Sandvik locations. It proved to be a powerful concept with surveys showing that 99.3% of employees felt the anniversary enhanced their sense of pride, and 95.19% of visiting students where happy to consider working for Sandvik in the future.