Ad agencies lead Brand Experience and Activation Cannes Lions shortlist

Xbox: McCann has been shortlisted for work on the Microsoft-owned console
Xbox: McCann has been shortlisted for work on the Microsoft-owned console

No major UK brand experience agencies have been shortlisted for the inaugural Cannes Lions Brand Experience and Activation category, while ad agencies Adam & Eve/DDB, McCann London, Havas London, Ogilvy and Spark44 have picked up 14 nominations between them.

PR agency Fleishman Hillard Fishburn London and client Tourism Ireland have also picked up one shortlist each, making up 16 in total for the UK.

McCann has the most number of shortlisted work at seven, including its "Xbox Design Lab Originals: The fanchise model" which gave fans a chance to design their own controller.

The IPG agency was also shortlisted for "Football decoded" – also for Microsoft’s Xbox – for its Fifa18 partnership which helped players improve their game.

The Brand Experience and Activation category is described as focusing on the "powerful brand currency of intelligent customers journeys and immersive experiences – captivating audiences at every touch point."

The subcategories are Brand Experience & Activation: Sectors; Touchpoints & Technology; Retail Experience & Activation; and Excellence in Brand Experience.

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