News & Views

Cannes Lions / Brand Experience & Activation winners 2018

by Alex Jenkins

The Brand Experience & Activation jury today awarded the Grand Prix to Apple for its Today At Apple in-store educational event series.

The initiative, which was done in-house, has seen the tech retailer running workshops and sessions across its 501 stores worldwide, helping people learn a range of subjects from coding and photography, to music and design. First announced by Angela Ahrendts in April 2017, the company also intends for Today at Apple to become something of a hub for local communities.

Outlining the jury's decision in selecting Apple for the top honours, McCann Worldgroup's global creative chairman, Rob Reilly, said 'At a time when retail is dying, [Apple] is figuring out how they will be meaningful in people's lives for another 100 years.'


Jury member and joint chief creative officer of Grey London, Vicky Maguire further described how the Grand Prix had been '28 years in the making'.

In a category notable for both brand experience and branded experiences, Gold awards also went to:

Exclusive the Rainbow / DDB Chicago
Scary Clown Night / LOLA MullenLowe, Madrid
Black Supermarket / Marcel, Paris
Universal Love / McCann, New York
A/R Jordan / R/GA, Portland
Live Looper / BBDO, New York
Intel Drone Light Show at The Olympics / Intel Corp
Xbox Design Lab Originals: The Fanchise Model / McCann, London
Deisel - Go With The Fake / Publicis, Italy + Publicis, New York
Save Our Species / BETC, Paris
Palau Pledge / Host/Havas, Sydney

Describing how the jury defined the category, Reilly said 'We had a new challenge with a new category, which is a bit of an old category too. It replaces a bit of Promo and Activation, and replaces a bit of integrated. But I think the Grand Prix really defines what a brand experience can be.'

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