AWAK3 – Das Mitarbeiterfestival was primarily a special thank you to all Deutsche Telekom front line employees for their tireless work during the pandemic. After two years without face-to-face events, the aim was to offer colleagues an extraordinary event allowing them to meet again in person. It also promoted creative exchange between national and international colleagues. The internal corporate event was more than just a festival, but a completely new format concept: It was a festival as a platform for working, learning and having fun together. Within three days an interesting and unique agenda got 15,000 employees at Deutsche Telekom Campus and Rheinaue in Bonn moving. In inspiring business meetings, knowledge, skills as well as strategic goals were imparted, and employees were motivated to continue their involvement. Various workshops and sports activities raised awareness of environmental and social sustainability in an informal way. Celebrating together in a real festival ambience with 12 top acts on two big stages, silent disco and after-show party fostered a sense of community as well as appreciation for the employees. Many other festival specials as well as delicious food and cold drinks complemented the exciting three days. Deutsche Telekom spirit could be felt in every detail: From festival ribbons to signage, airbrush tattoos, sports equipment and daybeds to crew shirts, everything was in the specially created stylish AWAK3 design. The created magenta world made the feeling of togetherness tangible everywhere. The event was groundbreaking for the employee communication and had a major positive effect on Deutsche Telekom as a brand and progressive employer.