Vitality Insurance
Why: Rewards and Recognition
location: Mamma Mia The Party at the O2, London
industry: Insurance
The Challenge
Every year, Vitality recognise their brightest stars at the Vitality Star Awards. And for nine years, they’ve trusted us to design experiences that go far beyond celebration.
From The Magic Within at the Harry Potter Studio Tour to the Be Sensational takeover at The Savoy, each year sets a new benchmark. Which creates the real challenge:
How do you elevate something already exceptional? How do you keep raising the bar for an event your people already adore?
This year, the theatre inspiration for our Star Award Winners was Mamma Mia The Party, the immersive dining experience at The O2. One song stood out: I Have a Dream.
But we knew this couldn’t just be about dreaming. It had to be about putting dreams into action. The brief crystallised:
Create an experience that connects Vitality’s top performers with the psychology, science and human truth behind dreaming big, and turning those dreams into reality.
The golden thread was simple: Dreaming big isn’t wishful thinking, it’s a strategy.
The morning opened with a manifestation and mindset session led by psychotherapist Claire Goodwin-Fee, grounding the theme in neuroscience, behaviour and practical tools. What made this workshop even more special is that it was delivered from a cruise on the River Thames.
After lunch, guests moved into three hands-on sessions, sensory art, dream weaving and jewellery-box making, each one designed as a metaphor for shaping possibility.
We closed Day One with one of London’s most talked-about experiences: Mamma Mia The Party The O2, A burst of collective joy that reminded guests that dreaming big should feel expansive, energising and fun.
On Day Two, England Rugby Player and Olympian, Heather Fisher brought the message home:
"Dream big, then do something about it. "
Logistics were seamless by design and personalisation was woven through every moment to make this employee rewards experience feel truly incredible, and ensure every Star Award Winner felt celebrated.
- A choice of creative workshops. Winners could choose the activity which spoke to them.
- Their favourite drinks were waiting on personalised coasters in the bar when we returned to the hotel.
- Luggage was delivered to the rooms. No faff. All sorted for them in advance and waiting for them when they arrived.
- Handwritten congratulatory letters and a thoughtful welcome pack were placed discreetly in their rooms.
- And their favourite song was included on the playlist.
These small touches elevated the experience to make every guest feel seen, celebrated and extra special.
Day Two of the Star Awards is deliberately different.
After a first day of celebration and sparkle, we shift the energy towards contribution. “Giving Back” has become a legacy moment, with each year’s winners building on the work of those before them.
This year saw the team clearing woodland at Stave Hill Conservation Centre. The contrast is intentional.
- Jacket potatoes and beans instead of fine dining.
- Time outdoors instead of time on stage.
Volunteering brings perspective and purpose into the experience. And that sense of shared contribution creates connection that lasts far beyond the event.
Attendees love Day Two as much as Day One. Because being celebrated feels good — but contributing feels meaningful. And that’s what lasts.
Across two days, we created what we always strive for with Vitality: An inspiring moment of recognition, anchored in a message that will stay with the award winners for months and years to come.
Day One was about celebration and self belief.
Day Two was about putting that into practice and giving back.
The goal is for winners to leave feeling inspired, believing in the possibility of their next chapter and equipped with tools to make it happen.
For Vitality, it reinforced why this partnership works:
Trust. Ambition. A shared appetite to keep pushing what’s possible.
This year, we dreamed big. Next year? Even bigger.
If you’re planning a recognition event that deserves to be more than a dinner and a dance, let’s design something that actually moves people.
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Find out more about Mamma Mia The Party here
