A60 Celebration

Wilson Dow / Amway


2019 marked the 60th Anniversary of the world’s #1 direct selling company, Amway. Amway set out to craft an unforgettable week-long global event, called A60, to acknowledge and celebrate the successes of Amway Business Owners (ABOs). The result? We set world records and industry standards. We explored future forward creative concepts that elevate the attendee experience from what’s expected to what’s next.

We welcomed 3,468 Global ABOs representing 48 countries and spanning 23 languages. Technology was vital to meet the objective of providing a personalized, never-before-seen experience to attendees from so many nations, languages, and backgrounds. To support this wide-ranging array of experiences, we crafted an intuitive meeting app as part of a larger digital strategy to deliver a more agile, responsive, and personal experience. Our smart ecosystem facilitated passive & active data capture, informed interactions & recommendations, personal engagement triggers, moments of personal recognition, and frictionless social amplification across the social channels specific to each attendee.

This audience, which attends recognition events every year, felt engaged like never before. The digital experiences set a new standard for how ABOs can be recognized at events, and generated countless social impressions for the brand. The resounding success of A60’s technology strategy alone compelled the organization to rethink digital engagement across all major events. From setting a world record for the most projection-mapped displays at a single venue, to Lady Gaga’s performance, to AR falcons flying overhead, we evoked feelings of excitement and wonder combining industry-leading technology with awe-inspiring creative storytelling.

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