How Ten Thousand Hours helped move internal culture towards change

Kaspersky, a multinational cyber security and anti-virus provider headquartered in Moscow, had a problem.  
Its award-winning enterprise products are widely acclaimed as market-leading, best-in-the-world solutions and yet their brand position is challenged by a hugely influential international political landscape.

A plan to refresh brand identity and purpose would effect change over time, although it was widely acknowledged by Kaspersky that real change would first come from within; for real change to be effective and feel authentic a new cultural movement was needed.


Teaming up with long-standing change management partner Prosper, Ten Thousand Hours was invited by Vice President Global Marketing to design and deliver a uniquely different global, internal communication event to inspire Kaspersky’s local territory General Managers and Marketing leads.


Berlin’s Bridge Studios, a former bridge design and construction centre and now white box arts and photography studio, would provide a wholly new event experience and play host to ‘The Change Project by Kaspersky’.  


Developing a core narrative of “We made this...” Ten Thousand Hours expressed the event as more immersive, interactive and experiential than Kaspersky had experienced before and bringing to life workshops and presentations with balloon drops, hand painted signage, live illustration and street food catering alongside traditional screen presentations and video content.


To augment participants’ learning of how new collaborations, autonomy and rapid prototyping effect change, Ten Thousand Hours further developed an immersive team activity calling upon LEGO to provide more than 250,000 bricks and challenging new teams to prototype and construct a bridge spanning more than two metres, collaborating with other teams to ensure seamless integration and working towards the world’s longest ever LEGO bridge construction.


Widely acknowledged through formal event feedback as the most unique, inspiring and immersive event Kaspersky leaders have ever attended, The Change Project by Kaspersky continues to drive a new cultural movement across the organisation synchronised perfectly with Kaspersky’s global brand roll out and inaugural television advertising campaign.

© 2020 Ten Thousand Hours Limited