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.
On this page
Introduction
The history of the Brand Experience & Activation Lions
Prior to the Brand Experience & Activation Lions there were the Promo Lions. Launched in 2006, the Promo Lions awarded creative excellence in sales promotion including retail marketing, environmental design and in-store advertising.
In 2010, Promo was updated to the Promo & Activation Lions to reflect trends in the work. Continued change and exponential growth since has seen an expansion to encompass digital communications, events and promotional stunts.
In 2018, after much discussion with former Jurors and key industry leaders, it was updated again to become the Brand Experience & Activation Lions. This update reflected the industry’s growing focus on customer journeys and 360 immersion.
The Brand Experience & Activation Lions are now a dedicated space for brands and clients to celebrate the powerful brand currency of intelligent customer journeys and immersive experiences.
What kind of work can be entered?
Live experiences, AR, VR and mixed reality experiences, digital installations, interactive brand videos and products, tech-led brand experiences and connected experiences, in-store experiences, retail promotions and competitions etc.
Both brand experiences and activations are accepted into this Lion. The differences between these are as follows:
A brand experience is the holistic perception and emotional connection a consumer develops with a brand over time, through every interaction or touchpoint. It encompasses how a brand makes consumers feel, shaping their overall impressions - from the website and customer service, to in-store environments and advertising.
A brand activation refers to specific, often short-term marketing efforts designed to directly engage consumers and prompt immediate action, like participation or purchase. It’s typically a campaign or event that brings the brand to life in an interactive way, creating memorable, one-off experiences to boost brand awareness or loyalty. While brand experiences are long-term and ongoing, brand activations are tactical, short-term strategies within that larger experience.
What’s the Jury looking for?
The work should show how the brand has thoughtfully designed each step of the brand experience or activation to be meaningful and cohesive. Each interaction is an opportunity to reinforce the brand’s identity, address customer needs, and build trust. Whether through personalised recommendations, engaging content, or attentive customer support, each touchpoint should seamlessly guide the customer through their experience with the brand.
Beyond individual touchpoints, the overall experience should be memorable and emotionally resonant, providing customers with a sense of connection and loyalty. This includes everything from the look and feel of the brand to its voice, tone, and messaging style.

IMAGINE WITH PETACOS | ABInBev | BUENTIPO ANCHOR, BOGOTA | BRONZE, BRAND EXPERIENCE & ACTIVATION LIONS | 2024
The Categories
A. Brand Experience & Activation: Sectors
The same entry can be submitted only once in this section.
All fast-moving and durable consumer goods, including but not limited to food and beverages, toiletries, cleaning products, other household goods, other FMCGs, clothing and accessories, furniture, and consumer electronics.
All fast-food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
Pharma, OTC drugs, wellness.
If the work has been created for a Charity/NFP then this should be entered into A07.
Vehicles, other automobiles.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
Music, film, television, publications and media, books, news, digital platforms and other media.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
Government, public information, NGOs, military, charities, non-profit organisations.
All corporate social responsibility work should be entered in the relevant sector and/or E07. Corporate Purpose & Social Responsibility category in section E. Culture & Context. The use of technology and multiple touchpoints across a brand experience or activation.
B. Touchpoints & Technology
The use of technology and multiple touchpoints across a brand experience or activation.
Work that harnesses social media to enhance an online or offline live experience or activation.
Work that uses a mobile app, portable device or mobile technology to create or enhance interaction with consumers at a brand experience or activation.
Work that uses branded websites or micro sites to drive engagement with customers and increase the overall brand experience.
Immersive experiences, large and small scale activations, digital and live events that creatively push the boundaries of technology and engage with consumers. This could include, but not be limited to, AI, AR, VR, XR, wearable tech and mobile devices, voice technology, blockchain technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.
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.
Immersive large- or small-scale digital experiences and events that are set up to engage with consumers. This may include but is not limited to VR/AR, multiscreen and multidimensional experiences.
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 and signage.
The creative use of digital footage or online video to create or enhance a brand experience or activation. This could include, but not be limited to, mobile-based VR and 360° video experiences.
Work that uses new or existing technology to enhance a brand experience or activation.
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
The work in these categories must have taken place within a retail environment.
In-store and retail activities. This may include but is not limited to product launches, demonstrations, sampling activities and pop-ups that engage and guide shoppers on all channels of their path to purchase.
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.
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
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 and pop-ups.
Any brand experience or activation using guerrilla marketing, short/one-off live executions, street teams, publicity stunts and street stunts to drive customer engagement.
Brand-specific physical and digital standalone live experience or activation that is not part of a wider event. This may include, but is not limited to, permanent installations, pop-ups, venue takeovers, immersive experiences within virtual worlds and brand-owned music festivals/concerts.
Sponsorships and partnerships that create immediate and long-term brand experiences or activations. The work will be judged on how effective the sponsorship/partnership was.
Brand experiences or activations created to launch or relaunch a brand, product or service.
Online and offline multichannel experiences made to engage and amplify a brand’s message, product or service.
E. Excellence in Brand Experience
Work that is brought to life through cultural insights and regional context.
Work for brands distributed solely within a specific locality. The work should resonate with a clearly defined, local target audience.
Brands that 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.
Work that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.
Work inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.
Work that celebrates the art of humour in branded communications. Infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.
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.
Work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.
Eligibility
Work will need to have been executed during the eligibility period of 8 February 2024 - 10 April 2025.
Is there a limit to how many times I can enter?
The same piece of work can be entered up to four times in Brand Experience & Activation.
Exceptions:
- The same piece of work may only be entered once in ‘A. Brand Experience & Activation: Sectors’.

RICE OF GLORY | SUPER EXTRA | MARURI, GUAYAQUIL | GOLD, BRAND EXPERIENCE & ACTIVATION LIONS | 2024
Previous Winners
The First Edible Mascot
Cannes Lions 2024 Grand Prix Weber Shandwick, Chicago / Pop-Tarts / 2024
Pop-Tarts stood out in the crowded college football sector by sacrificing its mascot to players as a post-game snack. It achieved 4bn impressions and Pop-Tarts’ highest category share of 2023.
THE FIRST EDIBLE MASCOT | POP-TARTS | WEBER SHANDWICK, CHICAGO | GRAND PRIX, BRAND EXPERIENCE & ACTIVATION LIONS | 2024
Why the work won
The 2024 Brand Experience & Activation Jury awarded the Grand Prix to ‘The First Edible Mascot’ by Weber Shandwick, Chicago for Pop-Tarts, recognising it as a pioneering and inventive campaign that leveraged the unexpected to captivate its target audience. The campaign creatively harnessed "the power of weird," connecting with audiences in a way that felt fresh, playful, and perfectly suited to Pop-Tarts’ fun and irreverent brand image. By breaking away from conventional marketing strategies, it delivered a memorable experience that not only resonated with consumers but also drove notable business results.
Nayaab Rais, Senior Creative Director at FP7 McCann and a 2024 Jury Member, praised the campaign as a prime example of “where logic ends and creativity begins”. Rais’ comment underscores the campaign’s daring approach – embracing the unconventional to create an experience that couldn’t be achieved through logic alone. This playful and unexpected tactic positioned Pop-Tarts in a bold and memorable way, demonstrating the brand's willingness to take risks to engage consumers and deepen brand loyalty.

THE FIRST EDIBLE MASCOT | POP-TARTS | WEBER SHANDWICK, CHICAGO | GRAND PRIX, BRAND EXPERIENCE & ACTIVATION LIONS | 2024
Inside the Jury Room: Brand Experience & Activation Lions
To hear more from the Jury and how they decided on the winning work, check out the video below.
Entries & Judging
What are the judging criteria?
A number of criteria will be considered during judging and weighted as follows: 20% idea; 20% strategy; 30% execution; 30% results.
What do I need to provide with my entry?
To enter, you’ll need to complete an online entry form, which can be found on the Cannes Lions entry site. In the ‘Written Explanation’ section, you’ll be asked to provide the Jury with everything they need to know about your work.
You’ll also be able to submit optional supporting materials to provide additional context with your entry.
All case films, films, demo films and original content must be subtitled in English.
Detailed information outlining the entry process can be found on A Guide to the Cannes Lions Awards.
What if I don’t have all the details right away?
Don’t worry – you can fill in the form in any order and save your progress at any time while it’s still in the pending stage. However, please only check out when your entry is 100% complete as no changes can be made to your entry once you’ve clicked “Submit” and “Checkout”.
The Written Submission
Here’s the questions you’ll be asked regarding your work.
To start your entry to the Brand Experience & Activation Lions, go to our Awards page.
The Jury will refer to the written explanation you provide throughout the judging process. Our advice is to provide as much relevant detail as possible.
When answering the following questions keep the main element you’re trying to celebrate in mind (e.g. the storytelling, the strategy, the craft, the use of data).
The bullet points under each question are prompts designed to guide your thinking, based on the factors the jury will be considering when reviewing your work. You might not need to use them all, and that’s totally fine. They’re there to help you consider what’s most important in your work.
Questions
The word limit for this section is 100 words.
This question is compulsory.
Please provide any brand and cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work.
You should outline why this piece of work was created for this particular brand, in this market, at this particular moment in time, with all of the cultural and market conditions.
The word limit for this section is 250 words.
This question is compulsory.
Please select the objective(s) that were most important when creating this work – what the work set out to achieve.
For the jury to accurately assess the work, it must first establish its objectives. As you progress through the entry system, you must link your results back to each objective selected.
- Overachieve on brand metrics (e.g. awareness, engagement)
- Change consumer behaviour (e.g. attitudes, frequency, penetration)
- Create short-term sales growth (e.g. sales, promotions, discounts)
- Improve brand health (e.g. consideration, preference)
- Create sustained sales success (e.g. profit, sales)
- Create long-term brand and sales growth (e.g. shareholder value, retention, loyalty)
There’s no word limit for this section.
This question is compulsory.
Please provide a summary of your entry.
- Describe the background and context behind the work?
- What creative challenges did the work face?
This should be an overview of the work and an analysis of its effectiveness. You should describe how the objectives of the campaign have been successfully met.
The word limit for this section is 150 words.
This question is compulsory.
Consider the following when describing the creative idea:
- Does the work cross boundaries/have the ability to think beyond conventional boundaries or categories?
- Does the work evoke surprise/have the power to continue captivating attention?
- Does the work transcend the original challenge?
- Does the work incorporate breakthrough thinking?
The word limit for this section is 150 words.
This question is compulsory.
Consider the following when describing the strategy:
- Was the strategy based on consumer behaviour and/or cultural insight?
- Did the insight come from research and data?
- Did creativity play a key role in the interpretation of the business challenge?
- Was this piece of work relevant to the defined target audience?
- Does the work genuinely solve a real problem?
The word limit for this section is 150 words.
This question is compulsory.
Consider the following when describing the execution:
- How effectively was the concept brought to life?
- What specific implementation strategies were employed to ensure success?
- Which channels were utilised for placement, and were they optimal for reaching the target audience?
- How extensive was the scale of the execution in relation to the defined objectives?
- Did the execution adapt to any unexpected challenges or changes in the environment?
The word limit for this section is 150 words.
This question is compulsory.
Please refer back to the objectives selected when answering this question. Consider:
- performance against brand metrics (e.g. awareness, engagement)
- change in consumer behaviour (e.g. attitudes, frequency, penetration, response rate)
- indications of short-, medium- or long-term sales success (e.g. donations, shareholder value, profit, revenue, ROI, sales, share, site traffic)
- brand health improvement (e.g. consideration, preference)
- potential changes in government regulations or societal/economic events (e.g. changes in economic, political, social factors).
The word limit for this section is 150 words.
This question is compulsory.
- Yes
- No
This question is compulsory.
I would like the Jury to see this response when judging this work (tick box)
Please outline how this piece of work has aligned with the brand’s sustainability strategy. This could involve either operational measures to reduce the impact on the environment, and consumer strategies to encourage positive behaviour change, or both.
Please provide details of the benchmarks used for measuring the success of this piece of work’s contribution to the overall strategy. This could include, but is not limited to, targets around advertising business operations - advertising production - media planning and buying.
This question is optional.
I would like the Jury to see this response when judging this work (tick box)
Based on the brief, what consideration was given to representation and diversity of the team(s) involved?
What consideration was given to accessibility in the work and what role did DEI thinking play throughout the development of the work?
This question is optional.
If there are additional results you wish to disclose to the Jury but prefer to keep confidential, please enter them below.
The word limit for this section is 150 words.
This question is optional.
Category Specific Questions
Please comment on how the brand resonated with a specific target audience in a single locality.
The word limit for this section is 150 words.
This question is compulsory for E01.
Please tell us about how the work challenged or was different from the brands competitors.
The word limit for this section is 150 words.
This question is compulsory for E02.
Please tell us how the work was designed/adapted for a single country / region / market.
The word limit for this section is 150 words.
This question is compulsory for E03.
Please tell us about the social behaviour that inspired the work.
The word limit for this section is 150 words.
This question is compulsory for E04.
Please tell us about the humour insight that inspired the work.
The word limit for this section is 150 words.
This question is compulsory for E05.
Budget Details.
Please provide budget details that show how the campaign achieved breakthrough results on a limited budget. Consider:
- the overall budget
- the breakdown of costs
- how the campaign maximised reach vs expenditure
- the significant impact this adjustment had on the campaign's effectiveness.
We recommend providing as much context as possible to understand the budget spend. However, we understand that different cases will have different types of results.
*(Any confidential information should be entered in the confidential information field)
The word limit for this section is 150 words.
This question is compulsory for E06.
Please tell us how the brand purpose inspired the work
- Explain how the purpose is ingrained in the core values and mission of the brand’s DNA.
- Discuss the impact of these initiatives on communities, society or the environment.
The word limit for this section is 150 words.
This question is compulsory for E07.
Please tell us how market disruption inspired the work.
The word limit for this section is 150 words.
This question is compulsory for E08.
Please tell us about the specific cultural insight that drove the nuanced engagement behind this work.
The word limit for this section is 150 words.
This question is compulsory for E09.

CORRECT THE INTERNET | TEAM HEROINE | HEROINE DDB NEW ZEALAND, AUCKLAND | SILVER, BRAND EXPERIENCE & ACTIVATION LIONS | 2024
Contact us
Everything you need to know to enter
For more detailed information on how to use the entry site, craft a compelling submission or submit your work we have a whole range of resources.
From Entry Guides that give you a step-by-step overview of the entire process to the Entry Kits that provide all the detailed rules and requirements for each and every category.

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Whether you have a specific query or would like expert advice, get in touch today.
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