Experiential
Award categories and overview
The Experiential Lion celebrates ideas that bring brands to life through experience, action, interaction and participation.
It recognises work that turns brand strategy into distinctive participatory worlds, defining moments, environments and systems that audiences actively experience, influence or complete.
It recognises work that turns brand strategy into distinctive participatory worlds, defining moments, environments and systems that audiences actively experience, influence or complete.
Overview
A number of criteria will be considered during judging and weighted as follows: 25% idea; 25% strategy; 25% execution; 25% results.
The same piece of work can be entered up to four times in the Experiential Lion, as long as the categories chosen are relevant. However, the same piece of work may only be entered once in ‘A. Brand Sector’.
Subtitles are highly recommended on all case films, films, demo films and original content.
The same piece of work can be entered up to four times in the Experiential Lion, as long as the categories chosen are relevant. However, the same piece of work may only be entered once in ‘A. Brand Sector’.
Subtitles are highly recommended on all case films, films, demo films and original content.
A. Brand Sector
Work organised by the category of brand or organisation behind the idea. Recognising the commercial and organisational context that shapes the work. The same entry may be submitted only once in this section.
A01 Consumer Goods.
All fast-moving and durable consumer goods, including but not limited to food and beverages, beauty products, toiletries, cleaning products, other household goods, other FMCGs, fashion, lifestyle, clothing and accessories, furniture, and consumer electronics.
* All fast-food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into A07.
A03 Automotive.
Vehicles, other automobiles.
A04 Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
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 shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A06 Consumer Services/Business to Business.
All commercial public services, legal, financial, education, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
A07 Not-for-Profit/Charity/Government.
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.
A01 Consumer Goods.
All fast-moving and durable consumer goods, including but not limited to food and beverages, beauty products, toiletries, cleaning products, other household goods, other FMCGs, fashion, lifestyle, clothing and accessories, furniture, and consumer electronics.
* All fast-food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into A07.
A03 Automotive.
Vehicles, other automobiles.
A04 Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
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 shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A06 Consumer Services/Business to Business.
All commercial public services, legal, financial, education, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
A07 Not-for-Profit/Charity/Government.
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.
B. Brand Experience
Ideas that make a brand tangible through designed interactions, environments, platforms, products, services or worlds. Work should show how the audience is not simply exposed to a brand, but they experience, explore, participate in or shape it. Entries should demonstrate how distinctively the idea built brand connection, meaning and lasting audience affinity.
B01 Immersive & Spatial. NEW
Brand experiences built around physical environments, spatial storytelling and designed worlds that people move through and inhabit.
B02 Digital & Interactive. NEW
Brand experiences shaped by digital technology, interactive systems or connected platforms. This includes digitally native experiences as well as hybrid digital-physical environments where technology is integral to how audiences participate, explore, engage with or shape the brand.
B03 Event Integration. NEW
Brand experiences integrated into existing live events, cultural moments or public platforms where the designed experience people move through, participate in or shape is the core idea. This includes brand experiences at festivals, sports events, art fairs, cultural celebrations, and live entertainment events where the brand becomes part of a shared occasion.
B04 Community & Fandom. NEW
Experiences designed to build and engage a loyal brand community or fanbase. This includes fan festivals, community meet-ups, loyalty programme events, sports events, co-creation and experiences that turn consumers into advocates and foster a sense of belonging.
B05 Retail & Commerce. NEW
Experiences that transform shopping, browsing or transactional environments into branded moments that drive participation. This may include, but is not limited to in-store events, pop-up shops, experiential retail, and retailtainment that enhance the purchasing process. The focus is on transforming the retail environment into an engaging brand experience that drives engagement.
B01 Immersive & Spatial. NEW
Brand experiences built around physical environments, spatial storytelling and designed worlds that people move through and inhabit.
B02 Digital & Interactive. NEW
Brand experiences shaped by digital technology, interactive systems or connected platforms. This includes digitally native experiences as well as hybrid digital-physical environments where technology is integral to how audiences participate, explore, engage with or shape the brand.
B03 Event Integration. NEW
Brand experiences integrated into existing live events, cultural moments or public platforms where the designed experience people move through, participate in or shape is the core idea. This includes brand experiences at festivals, sports events, art fairs, cultural celebrations, and live entertainment events where the brand becomes part of a shared occasion.
B04 Community & Fandom. NEW
Experiences designed to build and engage a loyal brand community or fanbase. This includes fan festivals, community meet-ups, loyalty programme events, sports events, co-creation and experiences that turn consumers into advocates and foster a sense of belonging.
B05 Retail & Commerce. NEW
Experiences that transform shopping, browsing or transactional environments into branded moments that drive participation. This may include, but is not limited to in-store events, pop-up shops, experiential retail, and retailtainment that enhance the purchasing process. The focus is on transforming the retail environment into an engaging brand experience that drives engagement.
C. Brand Activation
Ideas that create direct participation, interaction or behaviour change, giving audiences a reason to act and engage with a brand in a meaningful and measurable way. Entries should demonstrate how effectively the idea prompted action, response or measurable behaviour change for the brand.
C01 Guerrilla Marketing & Live Stunts. NEW
Activation ideas that use temporary, mobile or high-impact formats to intercept audiences in the moment triggering immediate participation or action.
C02 Sampling & Trial. NEW
Activation ideas focused on product sampling and trial as the primary means to drive engagement and prompt action. Work should show how the direct interaction with the product created a memorable brand moment and encouraged participation.
C03 Social & Creator. NEW
Activation ideas brought to life through social platforms, creators or influencers to drive participation and amplify engagement. Work should show how the social or creator-led format was integral to the idea and how it prompted audience action in a distinctive and relevant way.
C04 Digital & Interactive. NEW
Digitally-led activation ideas that prompt audience interaction and action through screens, devices, platforms or responsive technology. This may include app-led activations, or other digital interactions where the primary mechanic is interactive by design.
C05 Retail & Commerce. NEW
Activation ideas designed for retail and shopper environments, where the creative intervention encourages people to engage, explore, try, choose or buy. This may include in-store, at point-of-purchase, path-to-purchase or other commerce-led environments. Work should demonstrate how the activation turned shopper intent into meaningful action.
C06 Partnership & Collaboration. NEW
Activation ideas where a partnership, sponsorship platform or collaboration is the central intervention used to give a brand a meaningful role in a wider moment, occasion or community. This may include brand partnerships, co-marketing, sponsorship-led activations, sports and entertainment tie-ins, or community-based collaborations.
C01 Guerrilla Marketing & Live Stunts. NEW
Activation ideas that use temporary, mobile or high-impact formats to intercept audiences in the moment triggering immediate participation or action.
C02 Sampling & Trial. NEW
Activation ideas focused on product sampling and trial as the primary means to drive engagement and prompt action. Work should show how the direct interaction with the product created a memorable brand moment and encouraged participation.
C03 Social & Creator. NEW
Activation ideas brought to life through social platforms, creators or influencers to drive participation and amplify engagement. Work should show how the social or creator-led format was integral to the idea and how it prompted audience action in a distinctive and relevant way.
C04 Digital & Interactive. NEW
Digitally-led activation ideas that prompt audience interaction and action through screens, devices, platforms or responsive technology. This may include app-led activations, or other digital interactions where the primary mechanic is interactive by design.
C05 Retail & Commerce. NEW
Activation ideas designed for retail and shopper environments, where the creative intervention encourages people to engage, explore, try, choose or buy. This may include in-store, at point-of-purchase, path-to-purchase or other commerce-led environments. Work should demonstrate how the activation turned shopper intent into meaningful action.
C06 Partnership & Collaboration. NEW
Activation ideas where a partnership, sponsorship platform or collaboration is the central intervention used to give a brand a meaningful role in a wider moment, occasion or community. This may include brand partnerships, co-marketing, sponsorship-led activations, sports and entertainment tie-ins, or community-based collaborations.
D. Brand Owned Event
Purpose built gatherings where a brand creates the reason, occasion or platform for people to come together. Events may be physical, virtual or hybrid and should demonstrate how the gathering created a distinctive opportunity for people to experience, engage with or participate in the brand.
D01 Launches, Showcases & Exhibitions. NEW
Events created to launch, demonstrate or showcase a product, service, initiative or brand in a live, virtual or hybrid experience. This may include product launches, exhibition and showcase-led gatherings. Entries should demonstrate how the gathering was designed to create attention, engagement and a meaningful encounter with the brand.
D02 Conferences, Summits & Business Events. NEW
Agenda-led or business-facing gatherings for professional audiences, clients, partners or industry communities. This includes conferences, summits and other B2B events where the gathering is designed to inform, convene, connect or influence a defined audience.
D03 Brand-owned Public Events. NEW
Public-facing events, created and owned by a brand, where the event is the destination, occasion or platform created by the brand for audiences to come together and participate. This includes festivals, roadshows and other brand-led gatherings where the event creates a distinctive public moment and gives audiences an active role in the experience.
D04 Internal & Employee Events. NEW
Events created primarily for employees or internal stakeholders to build culture, alignment, recognition or engagement. The gathering itself should be central to the idea, creating a meaningful internal experience that supports a clear organisational goal.
D01 Launches, Showcases & Exhibitions. NEW
Events created to launch, demonstrate or showcase a product, service, initiative or brand in a live, virtual or hybrid experience. This may include product launches, exhibition and showcase-led gatherings. Entries should demonstrate how the gathering was designed to create attention, engagement and a meaningful encounter with the brand.
D02 Conferences, Summits & Business Events. NEW
Agenda-led or business-facing gatherings for professional audiences, clients, partners or industry communities. This includes conferences, summits and other B2B events where the gathering is designed to inform, convene, connect or influence a defined audience.
D03 Brand-owned Public Events. NEW
Public-facing events, created and owned by a brand, where the event is the destination, occasion or platform created by the brand for audiences to come together and participate. This includes festivals, roadshows and other brand-led gatherings where the event creates a distinctive public moment and gives audiences an active role in the experience.
D04 Internal & Employee Events. NEW
Events created primarily for employees or internal stakeholders to build culture, alignment, recognition or engagement. The gathering itself should be central to the idea, creating a meaningful internal experience that supports a clear organisational goal.
E. Design & Craft
Ideas that show excellence in the design and execution behind the idea. Recognising excellence in the conception, design, production and build of ideas that transform brand strategy into memorable moments.
E01 Experience Design. NEW
The strategic and creative design of an interactions, journeys, environments and participation mechanics that shape how people experience a brand. Entries should demonstrate how the design made the idea intuitive, distinctive and meaningful across physical, digital or hybrid touchpoints.
E02 Production Build & Craft. NEW
The creative and technical excellence involved in bringing an experience, activation or event to life. Entries should demonstrate exceptional execution across production, build materials and technology, and how craft elevated the idea, audience experience and overall effectiveness.
E01 Experience Design. NEW
The strategic and creative design of an interactions, journeys, environments and participation mechanics that shape how people experience a brand. Entries should demonstrate how the design made the idea intuitive, distinctive and meaningful across physical, digital or hybrid touchpoints.
E02 Production Build & Craft. NEW
The creative and technical excellence involved in bringing an experience, activation or event to life. Entries should demonstrate exceptional execution across production, build materials and technology, and how craft elevated the idea, audience experience and overall effectiveness.
F. Culture & Context
Work that is brought to life through cultural insights and regional context.
F01 Local Brand.
Work for brands distributed solely within a specific locality. The work should resonate with a clearly defined, local target audience.
F02 Challenger Brand.
Work for brands distributed solely within a specific locality. The work should resonate with a clearly defined, local target audience.
F03 Single-Market Campaign.
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.
F04 Social Behaviour.
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.
F05 Use of Humour.
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.
F06 Breakthrough on a Budget.
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.
F07 Corporate Purpose & Social Responsibility.
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.
* All not-for-profit, charity or government work should be entered in the relevant sector and/or A07. Not-for-profit / Charity / Government category in section A. Experiential: Brand Sectors.
F08 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.
F09 Cultural Engagement.
Work that honours brands that 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.
F01 Local Brand.
Work for brands distributed solely within a specific locality. The work should resonate with a clearly defined, local target audience.
F02 Challenger Brand.
Work for brands distributed solely within a specific locality. The work should resonate with a clearly defined, local target audience.
F03 Single-Market Campaign.
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.
F04 Social Behaviour.
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.
F05 Use of Humour.
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.
F06 Breakthrough on a Budget.
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.
F07 Corporate Purpose & Social Responsibility.
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.
* All not-for-profit, charity or government work should be entered in the relevant sector and/or A07. Not-for-profit / Charity / Government category in section A. Experiential: Brand Sectors.
F08 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.
F09 Cultural Engagement.
Work that honours brands that 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.