• 200


  • 23

    ideas highly commended

  • 5

    ideas short listed


Retailer Iceland Foods invited colleagues from across the organisation to pitch game-changing ideas to business leaders in a Dragon's Den-inspired contest.

Iceland Foods have a thing for firsts, whether its being the first major retailer to offer home delivery or the first to pledge to remove palm oil from its own-brand products. That entrepreneurial spirit has served them well over 50 years in retail. It rings true to this day, with the latest incarnation of it being the Den of Disruption - a Dragon's Den-inspired contest for colleagues pitching their business ideas to the senior leadership team.

Den of Disruption


We started out with an ambition to match the production values of the show.

We spent time in the studio developing a number of logos and title options that could be used to brand the competition. These assets would be used across printed materials, the competition website but also the final production to make a GFX package that really felt like a TV programme.

With a look and feel established, we got to work on the supporting teaser videos, creating them in house with captured content that felt like it belonged to the series and elevated the excitement.

With the teasers in full swing, pre-production was well underway for our pitch day. We’d worked closely with the client to coordinate availability of our judges and contestants and had a date in the diary for filming.

Pitch day soon came around. Thankfully we’d plotted the camera setups well in advance, deciding that 5 cameras in our main room would give us total coverage of the judges, the room and our contestants. With just 3 operators and up to 7 subjects on set at any one time, each setup needed to offer a different subject or shot that was manageable under the circumstances.

The venue had a second usable space which served as a green room to hold contestants before and after their pitches. We took the opportunity to setup a 6th camera here to capture reactions after the pitch, just as contestants had come fresh out of the dragon’s lair. Whilst it added extra complexity to the shoot and required extra hands to operate, it gave us opportunity to catch up with contestants in a slightly more relaxed environment, where they could give honest feedback on the experience and how they fared.


With the final cuts supplied and shared across the retailer's internal network, the reception to both the ideas and the production were overwhelmingly positive.

The judges took two, truly business-changing ideas forward which have been implemented within the business. Plans are underway for the next 'season' so it's safe to say that entrepreneurial spirit is alive and kicking.


  • 2


  • 4

    rise in overall colleague engagement score for the same period YOY

  • 12

    rise for retail being supported by head office

Experience matters

Planning your next event?
Talk to our team to get started

Get in touch Get in touch


We use essential cookies to make our site work. With your consent, we may also use non-essential cookies to improve user experience and analyse website traffic. By clicking 'Accept', you agree to our website's cookie use as described in our Cookie Policy.