&Co. Unleashes the Creative Mindset with Workday Ballet Dancing Classes

Why spend 2500 billable hours doing something completely unrelated to your business?

Copenhagen-based agency &Co. dared a total work life turnaround to ensure that time spent on work doubled as time spent on life. How? By making ballet dancing part of the workday. Not to help employees nail a plié, but to make sure that going to the office also meant being challenged, achieving personal growth and the great human experiences, you normally seek out in your time off.

Experiences that, in addition, unleash the creative mindset no business can survive without.

“I think that a lot of people feel limited by their work life. And we want our employees to feel the opposite. We want them to go to work as whole individuals. It is essential to our business, as we want to create something original, different, innovative,” says &Co. CEO, Ørnulf Johnsen.

Creativity is fast becoming a priceless currency to any kind of company. But creative ideas that change businesses and bottom lines require the right space to evolve – not only to work, but also to thrive. Years of lockdown have not made it any easier to create that space.

Watch the six minute 21 second mini documentary on what happened to a creative culture when titles and experience were stripped away, as the company dared to do something no-one knew how to do: Put on a ballet on one of Europe’s most iconic stages.