Experiential Activation by a Packaged Goods Brand, Best Sports-Related Experiential Activation
No Lay’s No Game
Brand: Lay’s
Agency: SlapGlobal
Continuing its long-running sponsorship of the UEFA Champions League, Lay’s worked to further solidify its connection with UCL by bringing football legends straight to fans’ doors. The catch? If the lucky football fan couldn’t find a bag of Lay’s in their cupboards, the star would be sadly forced to move on to the next house. For the launch, World Cup winner Thierry Henry returned to his hometown of Barcelona. The athlete knocked on residential doors an hour before the UCL games began, and fans either had a game night of a lifetime or were left regretting their lack of Lay’s for a lifetime. The activation continued with other UEFA champions, including Lucas Redebe in Johannesburg, Ianis Hagi in Bucharest and Lieke Martens in Amsterdam. Wherever the campaign landed, the message was clear: “No Lay’s, No Game.” —S.C.
Experiential Activation by a Technology Brand
Two honorees were named in this category.
‘Find Your People’ Experiences
Brand: Reddit
Agency: Giant Spoon
Amid the rise of artificial intelligence, Reddit sought to define itself as a platform focusing on very real human connections and communities. With a history of uniting people across the globe through their common interests, the brand embraced a theme of authenticity to move forward in an ever-changing market. Spinning out of the brand’s “Find Your People” campaign highlighting the individuality of Reddit users, global industry tentpole events became the next place to lay out its mission to advertisers. Kicking off the Reddit Explorers Club at Cannes, brands learned how to navigate Reddit’s many untapped niche communities. Six months later, Reddit’s Future Tellers segment debuted at CES, capitalizing on its users’ tendency toward predicting trends ahead of mainstream markets. These activations surpassed every KPI set by the Reddit team, boosting brand awareness via guest interactions, press mentions and increased intent to spend from event attendees. —S.C.
