‘Today at Apple’ Takes Grand Prix, Titanium Awards at Cannes Lions
June 22, 2018
Apple’s global retail program, Today at Apple, won two major awards at the 65th annual Cannes Lions International Festival of Creativity: the Grand Prix for Brand Experience and the Titanium Lion.
The program, which Apple collaborated with Work & Co to create, invites customers worldwide to participate in interactive learning Sessions such as Live Art, Photo Walks and Kids Hour. It launched across all global stores in May 2017. Within a year, it’s driving massive engagement with consumers globally — with 65,000 weekly Sessions in over 500 stores.
“Retail’s not going away, retail’s not dying,” noted Apple’s SVP of Retail, Angela Ahrendts, during a presentation to the global creative community at Cannes Lions. “But it has to evolve, it has to continue to move. And I think it has to serve a bigger purpose than just selling."
New stores are continuing to roll out in places like Milan, and Washington, D.C. by the end of the new year. Long-term, the company believes that Today at Apple will deliver on Steve Jobs’ vision of enriching lives by merging technology and the liberal arts.
Said the head of the Brand Experience jury, creative veteran Rob Reilly: “In a time where retail is dying, this brand is figuring out to be meaningful in people’s lives today and, I think, for another hundred years.”
More on these awards at Creativity and AdAge.