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

See the list of all Brand Experience & Activation Lions Categories.

How to enterDownload full category listings, description, material specification and rules.

Brand Experience & Activation Lions Jury
Full jury announced in 2019

Jaime Mandelbaum President

Chief Creative Officer, VLMY&R Europe, VMLY&R

Jaime Mandelbaum has worked across three continents with brands like Adidas, Absolut Vodka, Bel, BBC, BMW, Chanel, Coca-Cola, Danone, Erste Bank, Forbes, Harley Davidson, ING, Lavazza, LG, Marks & Spencer, Nike, Playstation, Volvic and Vodafone. Born and raised in São Paulo he's the Chief Creative Officer of VMLY&R Europe where he's responsible for overseeing the creative product of the network across all of its European offices, he held the same role at Y&R and was instrumental in driving the award-winning work when Y&R was named EMEA regional network of the year at Cannes 2017. Prior to that he was responsible for Central and Eastern Europe, when Y&R was also the most-awarded network in that region at Cannes Lions 2014 and 2015.

He is a speaker at innovation and creativity events globally and has been a jury member in all major advertising festivals, in 2018 he was named to the Golden Drum Hall of Fame, his works have been awarded at Cannes Lions, ADC New York, The One Show, D&AD, Clios, London International, Eurobest, NY Festivals and ADC Europe.

Past winners of the Brand Experience & Activation Lions

Today at Apple

2018 · Apple for Apple


The Apple Store has always been about more than selling products. Its purpose is to enrich the lives of each and every person who visits them. To help people go further with Apple technology and to strengthen the bond between the stores and the community, Apple created educational experiences designed around meaningful human interactions. Today at Apple is daily programming to help people take their creativity further.


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