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 and networking between national and international colleagues. The employee 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. The Deutsche Telekom spirit could be felt everywhere, and the event was a unique experience, the organization had never seen before. It was groundbreaking for the employee communication. In addition, positive effects on the brand of Deutsche Telekom were achieved by a strong brand presence on site, presenting Telekom as a progressive employer, that cares about the well-being of its employees and taking sustainability seriously.