CANNES – The winner of the Grand Prix for Brand Experience & Activation Lions at the Cannes Lions International Festival of Creativity comes from a campaign with a very simple premise.
‘Today at Apple,’ by Apple itself to promote Apple retail stores, topped all 71 metals awarded for Brand Experience & Activation. The case study for the campaign shows Apple Senior Vice-President for Retail Angela Ahrendts explaining that the retail stores are actually the biggest pieces of hardware that Apple produces. Meanwhile, all the happenings within each store are similar to software.
In promoting the campaign, all 495 Apple retail stores worldwide introduced new classes offering services ranging from Photo Walks, Kids Labs, Music Hours, and others. By doubling as educational centers, each Apple retail store became more like a town square or a community hub.
A total of 11 Gold Lions were awarded, five of which went to the USA. There were 21 Silver Lions distributed and 32 Bronze Lions.
‘Sindoor Khela – no conditions apply’ by FCB India, Mumbai for Times of India and ‘Predict to prevent,’ a depression awareness campaign by BBDO Bangkok in Thailand for Samsung, were the only two campaigns that earned metals in Brand Experience & Activation Lions.
The complete list of winners for Brand Experience & Activation Lions are here:
Cannes Lions 2018 Brand Experience & Activation Lions Winners by adobo magazine on Scribd
