FMBE Awards 2020: Guide to the Finalists, Cat L, Most Intriguing Experiential Activation

FMBE 2020 – guide to the finalists

Category L: Most Intriguing Experiential Activation

This year the awards are being presented in online broadcast interviews with the finalists. The result of this category will be presented and revealed online in discussion with the finalists on Friday 29th January from 15.00 to 15.15, and broadcast on Facebook Live at

What we love about the category

These are the campaigns that broke the mould in unexpected ways.  They tend to start by answering a quizzical why question.

What our judges love about this year’s finalists

2Heads – Airbus

This story consistently moved our judges on a journey from ‘why would they do that?’, through understanding the why to being impressed by the implementation and results. The question everyone started with – why take a plane builder to a gaming convention?

Circle – Death Stranding

The why question on this one: why bother dragging a geeky gamer audience to Camden for some kind of interactive superstar director launch? This was answered by a truly memorable event that the fan base loved.

Guinness World Records Consultancy – Crowdfunder

One of the first virtual mould breakers under COVID, this giant star-studded online pub looked risky at the time but set a high record-breaking bar for virtual event makers to follow.

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