HEMA
Create an unforgettable anniversary celebration that makes HEMA employees across the country feel part of something bigger, fostering a collective sense of pride and strengthening their connection with the company.
HEMA celebrated its 100th anniversary. A remarkable milestone that invited the company not only to reflect on its past, but above all to look ahead. The anniversary was brought to life externally through a variety of campaigns, while also being celebrated on a grand scale internally. This created an opportunity to thank all employees for their dedication over the years, strengthen connections across the organisation, and collectively look towards the future.
In close co-creation with HEMA, we developed an anniversary programme supported by a carefully structured internal communications strategy. Over the course of several months, the celebrations came to life throughout the entire organisation and across all stores through a series of communication and engagement moments.
The large-scale show at the Ziggo Dome formed the festive highlight of the programme, and its announcement marked the official start of the anniversary journey. To encourage engagement and maintain enthusiasm, each store appointed a dedicated “celebration champion”—the main point of contact and driving force behind the festivities. These representatives came together several times, both online and in person at HEMA’s head office, to receive updates.In addition, an extensive communications calendar was rolled out, featuring a variety of video content, artist announcements, competitions for the best and most colourfully dressed store, requests for employees to submit their favourite songs, and an open call to join the HEMA 100 Choir. The choir was given the opportunity to perform alongside all the artists during the grand finale (“Celebrate Good Times: HEMA!”). To prepare for this special performance, a professional choreography and vocal rehearsal was organised at HEMA’s head office.
During the spectacular live show, thousands of employees—transported to the venue in 150 buses from across the Netherlands—came together for a fully customised live experience featuring a diverse line-up of well-known artists, appealing to all ages and musical tastes.HEMA’s brand and the four seasons formed the central narrative throughout the show, reflecting how HEMA celebrates the joy of everyday life all year round. From the fresh energy of spring and long summer evenings to colourful autumn scenes and a spectacular Christmas finale, during which the entire audience sang along at the top of their voices to All I Want for Christmas. It was a remarkable and instantly recognisable spectacle, featuring starring roles for iconic HEMA products—and, of course, Frans from Finance.
The evening was filled with memorable highlights, including Raphaëla Paton emerging through the roof while seated on a giant smoked sausage, a life-sized Takkie being placed movingly in the spotlight, and, of course, the grand finale featuring the HEMA 100 Choir.
The festive, warm, and emotional atmosphere was also reflected in the enormous number of posts shared across social media, many of which went viral. In this way, the anniversary celebration resonated throughout the entire organisation and far beyond, growing into a shared and lasting HEMA memory.
