Brand Experience jury picks 'Today At Apple'
The Grand Prix in the new Brand Experience & Activation category has gone to Apple, Cupertino for 'Today At Apple', a retail experience that may illustrate a way forward for struggling high street businesses.
Put simply, 'Today At Apple' is a programme of events ranging from coding and kids classes to photo walks that take place at Apple stores around the world — in effect a community hub. Commenting, jury president Rob Riley, global creative chairman, McCann Worldgroup, said: “One of our jury said this idea was 28 years in the making. It was an example of a brand that had figured out how to be meaningful in people’s lives.”
Riley added: “At a moment in time when governments aren’t helping people, either because of political philosophy or lack of finance, brands have an opportunity to play a greater role. People accept brands more than ever before, but they also expect more from them. So their work needs to be transparent, innovative and it needs to do the right thing by society.”
The jury also awarded 11 Gold Lions to entrants from the US (5), France (2), Australia, Italy, Spain and the UK. Among the brand winners were Mars, Burger King, Intel, Diesel and Lacoste.