Amongst a series of creative and strategic projects we worked on with Carlsberg, there was one stand-out for us; The Awesome Game. How do you bring a global business, with all the different cultures and customs that entails, around the table to a similar understanding of what people mean when they use the word awesome…?
After a series of exploratory lingual interpretations, it became apparent that rather than nail a fixed definition to an abstract concept which would only fall apart when tested in a different circumstance. Instead, working with games designer extraordinaire James Wallis and Time Milne of Artomatic, we turned the idea into a card game.
By playing the game against each other, in different places and different ways, the organisation could start to develop a common understanding of what winning The Awesome Game took, and therefore what their common understanding of the word awesome was. Which was awesome.