Connection

Is what we have done for forty years Alchemy? Maybe. Maybe not. But celebration, change, and courage - this only ever really happens when people come together.

Whether it’s a global sporting event, a concert, a screening, a vigil, a party, a dinner, a fireside chat, or simply just two people in a room - creating connections is probably our greatest joy - because it is incredibly exciting to see where it might lead, and what it might change.

And the most thrilling part? When connections take us in directions we had not even thought of.

The whole world realised this when it was taken away from us, in 2020.

Now it is more important than ever.

WHEN THE DIRECTION OF THE AGENCY CHANGED

Freuds helped launch the Sustainable Development Goals (SDGs) with the UN and Project Everyone in 2015, creating a transformative framework for global cooperation and shared accountability.

And it transformed us.

All of a sudden, there was this guide, this universal scope that applied to all countries - developed and developing alike - universality that fosters a shared sense of responsibility and a collective commitment to addressing challenges such as climate change, inequality, and poverty.

The SDGs recognise the interconnectedness of economic, social, and environmental dimensions. By addressing global challenges holistically, they encourage nations, organisations, and individuals to collaborate across sectors and disciplines, breaking silos and fostering innovation. And they emphasize the vital importance of partnerships between governments, businesses, civil society, and citizens.

This is where collective action was elevated at Freuds. It is where the alchemy is. And initiatives have grown from it, such as the Sustainable Markets Initiative, the S30 and RE:TV. Partnerships and platforms that mobilize resources, ideas, and actions from diverse stakeholders, bridging gaps across industries and geographies.

CONVENING THE GREATEST MINDS

The importance of convening people lies at the heart of solving global problems. Bringing individuals, communities, and organisations together fosters collaboration, innovation, and mutual understanding. Complex global issues - such as climate change, poverty, and public health - require diverse perspectives and expertise to address their multifaceted nature.

When Freuds brings people together, we look to create opportunities to share knowledge, pool resources, and develop solutions that transcend individual efforts. Making connections is essential in creating the networks necessary for meaningful change. These connections enable the exchange of ideas, the formation of partnerships, and the alignment of goals.

Freuds has been in Davos since the early 2000s, working with clients and connecting conversations on the fringe of the forum. After the launch of the SDGs we found a home – a golf club not utilised in the middle of winter – and Goals House was founded.

Goals House is a diverse community of internationally renowned activists, thinkers, political figures, business leaders, and entrepreneurs, that now convenes multiple times a year to ignite conversations and connections in unique spaces across the world.

With Goals Houses now at Davos, Cannes, UNGA, London, Austin and COP, to name a few, multiple partners come together for full programmes of events – morning to night. The community is convened for conversations and connections, discussions and dinners, panels and nightcaps – in a unique space that is designed and built to facilitate collaboration, inspiration and impact in equal measure.

It all began as an efficient way of housing a myriad of events in a single space to overcome logistical challenges and enhance connectivity. We are not sure we set out to create Goals House as the powerful convening forum that it has become, but we will keep opening doors and see where it leads us.

Sustainable Markets Initiative Launch

BRANDS BRINGING PEOPLE TOGETHER

Throughout our short history, some of the most exciting projects have been the ones with real jeopardy, where we connect brands and the public in experiences or events.

An immersive drive through event with Lexus, and an infinite garden with McCain. Bringing the excitement of Tough Mudder to a younger generation with Fruit Shoot, and bicycles taking over the streets of our cities for Sky’s Skyride. Creating skateparks fit for wheelchair use, and a KFC pub to watch the World Cup. All these activations have connected people, and placed brands at the centre of that joy.

McCain Infinite Farm

McCain Infinite Farm

Perhaps our most daring idea was to take on St Patrick’s Day.

We introduced Arthur's Day, a global celebration launched in 2009 to honour the 250th anniversary of the Guinness Brewery and Arthur Guinness. The sprawling event featured music performances and gatherings in cities worldwide, including Dublin, Kuala Lumpur, Lagos, New York, and Yaoundé. People queued around the block to get into designated pubs and venues, all with surprise musical guests, including Tom Jones, Calvin Harris, Sugababes and Razorlight.

Participants raised a glass to Arthur Guinness at 17:59, symbolizing the year 1759 when the brewery was founded.

The Irish Times described Arthur's Day as "a masterclass in how to fabricate a national holiday".

CONNECTING FAMILIES + COMMUNITIES

The COVID-19 pandemic, despite its challenges, highlighted the huge importance of family and community connections. Social distancing and lockdowns led to increased reliance on family members for emotional and practical support. Communities came together to address local needs, such as food insecurity and isolation, showcasing resilience and solidarity.

Our work at Freuds has always been rooted in the idea of community, and Freuds has always felt like a family. We are incredibly proud to have played a part in amplifying the vital messaging coming out during the COVID-19 period, from functional help to emotive support, and shining a light on the vital work of the NHS and emergency services.

And there are so many more campaigns and initiatives we have helped with over the years, to help foster family and community connection. Pedigree’s Adoption Drive, and B&Q’s Gardener of the Year. Launching the Centrepoint Helpline, and creating Text Santa to raise funds and awareness for various charities during the festive season. Creating the UK’s first all-school live music lesson, and working with You Can Adopt, the UK-wide campaign aimed at raising awareness about adoption and encouraging people to consider becoming adoptive parents.

CREATING CONNECTION THROUGH SPORT

The “where were you when?” moments. These are usually reserved for either deaths of royalty, or cup-winning goals.

There is nothing quite like sport as a universal connector. It bridges gaps in culture, language, and identity through shared experiences.

Watching sports unites us as fans, creating a collective sense of belonging and pride. Participating in sports builds connections through teamwork and collaboration. Attending sporting events amplifies connections, offering an electrifying atmosphere of shared excitement and real-time emotion.

Freuds has worked with Nike for nearly 30 years, helping amplify sport participation through events such as Run London, the Human Race and Midnight Madness. We launched cricket’s The 100, as well as the Caribbean Premier League. We have celebrated sporting heroes with The National Lottery, and helped amplify the Commonwealth Games in Birmingham, and the World Games Abu Dhabi.

The defining moment however - our “where were you when?” - was London 2012.

Freuds was a vital part of helping London win the Olympic bid in 2005, following three failed consecutive bids. During 2005, for the first time ever, editors of all national newspapers signed a joint letter pledging their support to the bid. Picture editors also provided one picture per newspaper to make an image which spelt out London 2012.

On 6th July 2005 at its 117th Session in Singapore, the IOC awarded London the right to host the Games, and it became the first city to host the Games three times. And in 2008, Freuds marked the occasion of the Olympic handover ceremony, as the Olympic Flag was handed over to the Mayor of London.

And then in 2012, the ultimate expression of creating connection through sport – we organised and managed the Olympic torch relay.

A spectacular journey that carried the Olympic flame across the United Kingdom. Over 70 days, the torch covered approximately 8,000 miles and passed through 1,000 towns and villages, ensuring that 95% of the UK population was within an hour's distance of the route.

The relay featured 8,000 torchbearers, including athletes, local heroes, and celebrities, such as Ben Ainslie, Matt Smith, and David Beckham. The journey culminated on July 27, 2012, with a dramatic arrival at the Olympic Stadium in London, where the cauldron was lit during the Opening Ceremony. The relay was a celebration of unity, heritage, and the Olympic values of excellence, friendship, and respect. It brought people together in a shared moment of pride and excitement.