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Brand Experience & Activation Lions

The Brand Experience & Activation Lions celebrate creative, comprehensive brand building through the next level use of experience design, activation, immersive, retail and 360° customer engagement.

Entries should demonstrate how the customer journey, experience of the brand and optimisation of every touch point led to increased brand affinity and commercial success.


A number of criteria will be considered during judging and weighted as follows: 20% idea; 20% strategy; 30% execution; 30% results.

The same piece of work can be entered up to four times in Brand Experience & Activation. However, the same piece of work may only be entered once in ‘A. Brand Experience & Activation: Sectors’.

Explore the categories

A. Brand Experience & Activation: Sectors

The same entry can be submitted only once in this section.

A01 Food & Drink.
All food and drinks.
* All fast food entries should be entered into A05. Retail.

A02 Consumer Goods.
Beauty, cleaning products, household goods, technology, furniture and lighting, toys, fashion, home appliances, other FMCG / consumer durables.

A03 Healthcare.
Pharma, OTC drugs, wellness.

A04 Automotive.
Vehicles, other automotive.

A05 Retail.
Retail, eCommerce, restaurants, fast food.

A06 Travel / Leisure.
Travel, tourism, transport, live events, museums & galleries, gambling, sports, gaming, other recreation.

A07 Media / Entertainment.
Music, film, television, publications & media, books, news, digital platforms, other media.

A08 Consumer Services / Business to Business.
All commercial public services, Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications.

A09 Not-for-profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All CSR work should be entered in the relevant sector and/or E07. Corporate Purpose & Social Responsibility category in section E. Culture & Context.

B. Touchpoints & Technology

The use of technology and multiple touchpoints across a brand experience or activation.

B01 Social Engagement & Integration for Live Experience.
Work that harnesses social media to enhance an online or offline live experience or activation.

B02 Use of Mobile & Devices.
Work that uses a mobile app, portable device or mobile technology to create or enhance interaction with consumers at a brand experience or activation.

B03 Use of Website / Microsites.
Work that uses branded websites or microsites to drive engagement with customers and increase the overall brand experience.

B04 Metaverse, New Realities & Emerging Tech. NEW
Immersive experiences, large and small scale activations, digital and live events which creatively push the boundaries of technology and engage with consumers. Including but not limited to AR, VR, AI, wearable tech and mobile devices, voice technology, blockchain technology, gamification, virtual worlds, metaverse and all other emerging platforms. Does not include prototypes of early stage technology.

B05 Gaming-led Brand Experience.
Immersive brand experiences with gaming at the core, including the strategic and creative brand integration within existing gaming platforms. This may include but is not limited to console, online, mobile games and apps.

B06 Digital Installations.
Immersive large or small scale digital experiences and events which are set up to engage with consumers. This may include but is not limited to VR / AR, multi-screen and multi-dimensional experiences.

B07 Tangible & Spatial Technology.
Any brand experience or activation leveraging a space or using a more permanent spatial feature to drive customer engagement. This may include but is not limited to exhibitions, fairs, trade shows, signage.

B08 Interactive Brand Video.
The creative use of digital footage or online video to create or enhance a brand experience or activation. Including, but not limited to, mobile-based VR and 360° video experiences.

B09 Tech-led Brand Experience.
Work that uses new or existing technology to enhance a brand experience or activation.

B10 Cross-platform Digital Experience.
Creation of digital content across multiple platforms and devices that enhances a brand experience to develop and amplify meaningful consumer engagement. This may include but is not limited to desktop, mobile, wearable technology, virtual worlds, outdoor installations, billboards, retail experiences, etc. Does not include prototypes of early stage technology.

C. Retail Experience & Activation

Entries in these categories must have taken place within a retail environment.

C01 Customer Retail / In-store Experience.
In-store and retail activities including product launches, demonstrations, sampling activities and pop-ups that engage and guide shoppers on all channels of their path to purchase.

C02 Retail Promotions & Competitions.
Online or offline promotional competitions or incentives used to drive customer engagement with a brand. This may include but is not limited to social media competitions, gamified experiences, in-store promotional activations etc.

C03 Customer Acquisition & Retention.
Work that creates meaningful, engaging experiences and activations in order to attract or maintain customers, encourage customer activity and increase overall transaction value.

D. Excellence in Brand Experience

D01 Live Brand Experience or Activation.
Any live brand experience or activation that was held at a consumer or B2B event. This may include, but is not limited to installations, product demos, trade shows, expos & pop-ups.

D02 Guerrilla Marketing & Stunts.
Any brand experience or activation using guerrilla marketing, short / one-off live executions, street teams, publicity stunts and street stunts to drive customer engagement.

D03 Brand-owned Experiences.
Brand specific physical and digital standalone live experience or activation which is not part of a wider event. Including permanent installations, pop-ups, venue takeovers, immersive experiences within virtual worlds and brand-owned music festivals / concerts.

D04 Sponsorship & Brand Partnership.
Partnerships / sponsorships that create immediate and long term brand experiences or activations. Entries will be judged on how effective the partnership / sponsorship was.

D05 Launch / Re-launch.
Brand experiences or activations created to launch or re-launch a brand, product or service.

D06 360 Integrated Brand Experience .
Online and offline multi-channel experiences made to engage and amplify a brand’s message, product or service.

E. Culture & Context

Work that is brought to life through cultural insights and regional context.

E01 Local Brand .
Work for brands which are only distributed in a single locality or market that resonated with a specific target audience.

E02 Challenger Brand.
Brands which have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.

E03 Single-market Campaign.
Work that only aired or ran in a single country / region / market. Entries should describe how the work was designed for the specific target market.

E04 Social Behaviour.
Work inspired by a specific audience / community, hinging on identifiable social behaviour.

E05 Cultural Insight.
Work inspired by a specific cultural insight stemming from the ideas, customs, values and lifestyles found within a specific region or locality.

E06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. Entries should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.

E07 Corporate Purpose & Social Responsibility.
Purpose driven work / brand activism which address social, ethical and environmental issues. Entries should demonstrate how the brand’s purpose has created value and impacted communities by connecting customers to culture.

E08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.

What does winning work look like?


At a time when young Britons are questioning their colonial past more than ever, the Unfiltered History Tour is a secret tour of the British Museum’s stolen colonial artefacts, that makes use of a tool the young generation are familiar with - Instagram filters in smartphones. Visitors scan artefacts through geo-located filters, unlocking an Augmented Reality experience where native experts play tour guides, transporting users back in time to the scene of crime as Augmented Reality forms a contextual overlay over each artefact. The Tour was an opportunity for young Britons to unlearn their history and rebalance centuries of colonial history.

2023 Jury President

Ari Weiss

Global Chief Creative Officer

DDB Worldwide

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