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Product as Experience Wins at Cannes | Canada News
Description
Forget flashy logos and rented spaces—this year’s top brand activations at Cannes Lions didn’t just wow crowds; they made people live the brand. Using the I.M.P.A.C.T. framework, Gradient Experience found that the most memorable moments happened when the product itself became the star of the show. Amazon led the pack by turning its entire port district into an immersive, hands-on experience where visitors didn’t just see tech—they used it. Pinterest surprised everyone by turning app features into tangible, playful interactions. The winners didn’t just entertain; they personalized, spread stories across channels, and stayed true to their brand’s soul. If you’re planning your next activation, ditch the backdrop and build something only your brand can deliver—where the product isn’t just showcased, it’s experienced.
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