Campaign experiences stories that made the year

Converse, Google, Jägermeister and Aperol all feature in the most-read brand activation stories we covered in 2018.

The future of branded experiences

Campaign’s future of branded experiences report is an in-depth series of articles about the state of the market. It gives a breakdown of the top brand experience agencies, a focus on what brands have been doing, how traditional ad agencies are moving into the space and some future trends.

Woodstock festival returns to mark 50th anniversary

The festival, badged the largest rock concert of the decade, is making a comeback in 2019 to mark 50 years since it closed.

Inside the Converse 'One star hotel': A$AP Nast, cotton candy, mahjong and more

To bring to life the elements of its One Star collection, Converse created six rooms to bring together "sneaker, skate, fashion and music". There was a room designed by rapper A$AP Nast, games of mahjong and backgammon, comedy and live music. XYZ, the agency behind last year’s Nike Strike Night, delivered the experience.

Why it All Points East for Jägermeister, Hunter and Samsung

The launch of AEG’s music festival in London’s Victoria Park had brand activations including Jägermeister’s JägerHaus delivered by Frukt and an interactive experience from Samsung to promote its Galaxy Super Slow-Mo video delivered by Iris.

CALM installs 84 sculptures on ITV Tower

"Project 84" by Adam & Eve/DDB, highlighting male suicide, was one of the most striking campaigns this year. Campaign Against Living Miserably worked with the agency and ITV to create a piece of work that had a big impact on society, leading to the government appointing a suicide prevention minister.

Why Aperol is going bigger than ever in this year's summer activation

As outrageous as it sounds, the alcohol brand created an orange canal that people could row along as part of its biggest activation so far. The Italian-themed experience had treehouses, a Vespa carousel, a slide and a large bar. It was created and delivered by PR agency Cohn & Wolfe, with support from The Persuaders.

Google's 'Curiosity Rooms' aim to inspire experience-savvy Londoners

For five weeks, Google had a prominent presence on London’s Piccadilly. It worked with Amplify to create three floors filled with installations to showcase the features of its Pixel 3 phone, as well as a range of talks, workshops, dining experiences and live music.

How Adidas embraced World Cup fever for its biggest UK football activation

The Creator Base had a football pitch, live music, a creator workshop, live radio broadcasts, along with a World Cup screening room and a space where people could play sports video games.

Has Secret Cinema's first festival foray paid off?

A Romeo and Juliet production led the theatrical company to host its first event at an outdoor location and it was also its biggest to date.

How Nike created a buzz in the suburbs of Paris

To launch the Air Max 270, Nike went to the suburbs of Paris – where it says its real fans are located – to set up stores in doorways, giving residents access to the shoes before they were available for sale. The campaign was created by Yard, which is part of Sid Lee Collective.

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