How I Add ‘The Glitter’ of Spectacle The Event That Broke a World Record
Agassi Foundation and the Boys & Girls Clubs of America for kids without the means to buy their own school supplies. The wheels were in motion. To prepare for the conference, my team ordered palettes of notebooks, calculators, pencils, pens, and other essentials. We bought more than 1,000 backpacks in a rainbow of colors, then flew to Las Vegas to prepare for the spectacle. The event went exactly as we hoped. It was a bright, sunny day and we gathered all 500 RB employees outside on the blacktop as the hour approached. Then, we hit the timer! They went into a charitable frenzy while our team of coaches looked on, keeping things organized and making sure all 1,512 backpacks were filled properly by the end of the countdown. The RB team needed to stuff each backpack with at least five different school supplies and zip them all shut by the end of the hour. They were well prepared, ready to execute — and they rose to the challenge! The energy on that blacktop when the record broke was incredible. Excitement and pride poured out while the team arranged the backpacks into a massive “RB.” The drone shot we took of their work — surrounded by beaming people — was the highlight of the entire sales and marketing conference.
In 2018, my team and I planned an event in Las Vegas that made the Guinness Book of World Records. It all started when our client — the consumer goods company Reckitt Benckiser (RB) — asked us for help with their annual sales and marketing conference. RB had a big ask. They wanted to inspire their sales and marketing teams to go out and break every sales record the company had. They sat down with us and said, “How can we unite 500 employees from around the country and make sure they leave our conference driven by our purpose?” We came up with a brilliant idea: What better way to inspire the team to break records than by helping them actually break one from the record book during the conference ? RB loved the concept. We quickly kicked off a quest to find the perfect record to break. RB is a purpose-driven company, so we knew the record had to be meaningful. We also wanted it to add value to the community where the event took place. After a lot of brainstorming with the Guinness World Records in-house creative agency, The Records Lab, we had it: We would bring the sales and marketing teams together to break the record for “most backpacks stuffed with school supplies in one hour.” Then, we’d donate the backpacks to the local Andre
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