In order to enhance the Pizza Hut brand equity of R.E.D "Younger and Everyday" and maintain its position as the number one top-of-mind brand, this year's goal of the brand was to take the excitement, targeting Gen Z, to the next level. The challenge was that pizza is only for big days & big groups. How can Pizza Hut’s My Box, the affordable meal for solo eaters, connect to our target audience Gen Z? We decided to employ a bold “Don’t lead your life ’til you lead your bite” campaign, launching My Box as a trendy “self-help” book in Gen Z’s unique mocking culture. Stemming from the insight that self-help content, which had been trendy lately in Vietnam, paradoxically irritated Gen Z and created unnecessary peer pressure, we actually mocked the self-help content with a disguised MyBox as a “self-help" book that any Gen Z would be ironically proud to have.

The “book” provided thoughtful self-help advice, the “book” provided condensed content, turned out to be a book professionally published by trusted hungry eaters who love food and love to lead their life. The book helped to lead your life only by eating... It's food for thought, and food for the stomach, too! By the end, the mocking campaign had successfully stayed side by side with Gen Z and helped the brand strongly hold the number one TOM position (awareness index reached 50% with a 4% increase after the campaign), effectively converting Gen Z into its customers (17% increase in conversion rate from consideration to purchase), and stirred the social community with a dominant SOV ranked at the first position (52%). The campaign has helped Pizza Hut prove its leadership, making the industry exciting and relevant to the youth.

Iceland Foods Charitable Foundation (IFCF), Iceland Foods Group’s independent charity, has a simple goal - to make life better for people. Over 30,000 colleagues across Iceland stores all over the UK support the charity and one of its long term, principal partners, Action for Children. After several years, the charity was just £40,000 shy of its £1M donation target for Action for Children. To meet and mark this momentous milestone, we, Cascade Productions, worked with IFCF to produce a once in a lifetime fundraising event. This play on Action for Children’s ‘Boycott your Bed’ challenged colleagues and senior leaders to forgo their creature comforts in a sponsored ‘sleepout’ on a series of nets, suspended within an underground cave system twice the size of St Paul’s Cathedral.

As the largest Black tech conference in the world, AfroTech Conference has emerged as a transformative platform for career-focused Black leaders in the tech industry. Our experiential in-person event, held in Austin, Texas, surpassed all expectations, attracting over 25,000 participants and leaving an indelible mark on the local and global tech community. We strategically partnered with 173 Fortune 500 companies, providing a platform for them to showcase their commitment to diversity and inclusion, and 65% of conference sponsors successfully recruited qualified candidates by engaging with attendees during the event. Through interactive sessions, panel discussions, and one-on-one conversations, attendees had the opportunity to engage directly with industry leaders, fostering connections and opening doors for career advancement. Over 120 speakers and industry leaders shared their expertise, insights, and success stories with attendees. By hosting the event in Austin, Texas, we not only brought thousands of attendees to the city but also generated over $30 million in business sales and supported more than 5,300 jobs.

On 7 October 2022, Liverpool was confirmed as the host city for Eurovision 2023 - the biggest event in the global music calendar. It was a perfect match. Liverpool invented pop music. We never need a good reason to party. And like Eurovision, you’re never sure what you’re going to get. The challenge? Deliver the best ever Eurovision and visitor experience in six months, show solidarity with Ukraine and its people and celebrate the country’s music and culture. We wanted to capture the hearts of everyone who visited Liverpool and give them an experience they’ll never forget. 473,000 people attended Eurovision events, 96 % of visitors surveyed said they’d recommend Liverpool as a destination to visit. Our responsibility was to ensure the world knew Liverpool was hosting Eurovision on behalf of Ukraine and put Ukrainian music and culture at the heart of everything we do. 328,346 experienced the cultural programme. Boy did we go over the top. Every single cultural institution in the city was involved in delivering an unforgettable festival of events, creating a positive lasting impact for local people and business. Our role was to inspire the city to release its imagination and create their own Eurovision experiences. The city came alive with street parties, window displays, visitor experiences, special menus and cocktails. We also recruited 500 local volunteers to give an unforgettable scouse welcome. Liverpool’s ambitious welcome experience was celebrated as an essential part of 2023 being declared ‘the best Eurovision ever’ by the European Broadcasting Union. Eurovision fans said they’d never experienced anything like the welcome they received. The official Eurovision Fan Club – the OGAEs – carried out a survey and found that 99% of their members felt welcomed in the city and 98% “loved the undeniable festival atmosphere.”