Experiential: Activation & Participation

Experience-led brand activations that are targeting consumers. Must be delivered in a physical setting, for example, in sporting arenas, events, festivals, concerts, museums, libraries, parks and urban areas, and actively involve the audience in the experience.

Experience-led brand activations that are targeting consumers within a community, and actively involve the audience in the experience. For work that's specifically designed to bring communities together and optimise a shared experience.

Experience-led brand activations that actively involve the audience in the experience that prioritise sustainability in their planning, manufacture and execution, or encourage responsible behaviours from businesses and consumers. A fourth judging criteria applies to this subcategory: Is it responsible?

Experience-led brand activations that are targeting consumers in a retail environment, and actively involve the audience in the experience. May be delivered through in-store events, pop-ups, fully integrated virtual stores or liminal shopping experiences where physical and digital worlds combine.

Experience-led brand activations that actively involve the audience in the experience and use creators or influencers, those with niche audiences or over 1,000 followers, to increase engagement and target specific markets.

Experience-led brand activations that actively involve the audience in the experience and use popular social media influencers or celebrities, usually with a following of 100,000+, to increase engagement and target specific markets.

Experience-led brand activations taking place in virtual worlds, and actively involve the audience in the experience. For example, virtual concerts, stage performances, festivals, fashion shows, motor shows, theme parks, escape rooms, race tracks, film screenings, tutorials and city tours.

Experience-led brand activations that use Extended Reality (XR), such as VR, AR, and MR, and/or emerging technologies and media, such as AI, to push the boundaries of creativity and actively involve the audience in the experience.

Experience-led brand activations that actively involve the audience in the experience and brings a creative idea to life, where the output exceeds expectations set by a low budget. Includes pro bono work. You will need to state the production budget and justify your reasons for entering here. If the work was done pro bono, you will need to state the total spend.