Sagra di Beter Horen

The brief was crystal clear: create the overarching concept and organize the kick-off, the award show, and the celebration that follows. And make it unforgettable—so memorable, in fact, that there’s no reason to launch a new agency pitch for years to come.

A bold challenge, and one our creative team was excited to take on.

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Beter Horen is part of the Amplifon Group, headquartered in Italy. As a reward, the winners of the “shopping competition” will have the opportunity to visit the Italian headquarters. Traditionally, the Italian CEO comes to the Netherlands to update the employees, thank them and announce the winners. But what do we do with colleagues who don't win a trip to Italy?

Italian Sangria

Exactly! If we can’t go to Italy, we’ll bring Italy here. A Sagra is a traditional Italian village festival, and that’s exactly what we recreated at event venue DeFabrique in Maarssen. Complete with pizza ovens, quirky townsfolk, tastings, lively acts, and the warm glow of string lights.

After the award show in a separate space, the iconic 'Via con me' by Paolo Conte filled the room—then the gates to the Sagra di Beter Horen opened.

The first part of the evening was dedicated to the plenary kick-off and announcement of the winners. Enthusiast Jan Versteegh brought pace and energy to the program from the stage, which consisted of presentations, videos and room interaction. Afterwards, the winners in the various categories were announced, with loud applause from colleagues, management and the CEO. Then we invited the guests to visit the cozy Sagra... where it remained unsettled for a long time.

The feedback afterward was overwhelmingly positive. The varied program, the energy and substance of the show, the excellent catering by DeFabrique, and the surprise of an Italian-style celebration all made a big impression.

So, did we deliver? Absolutely. And in the meantime, we’re already back at it, creating new live and online events for Beter Horen!