Both Apple and Microsoft nabbed top honors and best in class innovative awards for Brand Experience and Activation, a new category at Cannes Lions. Apple won the Big Lion for "Today at Apple" program that is bringing education experiences to Apple's 500 stores, and teaching Apple consumers how to use products.

Apple won a Grand Prix award in Entertainment Lions for Music for "Welcome Home," the stunning HomePod spot featuring singer FKA Twigs, directed by Spike Jones and created by TBWA\Media Arts Lab. The short film is very complex to shoot, but presented in a visually stunning way with the singer just saying one word to the HomePod and transforming her whole world.

As Angela Ahrendts, Apple's senior VP for retail, spoke in a Cannes talk prior to the award ceremony.

Experiential design is essential for commerce today when you can buy and order practically anything online. To go into a store physically, then demands an 'experience' and one that complements what consumers are looking for naturally and provides ways to learn and grow is exciting. Understanding the customer journey is vital to brand engagement and business success. Angela Ahrendt has previously revitalized the British iconic brand Burberry, bringing in technology and heralding a new wave of popularity among young consumers.

At a time when retail is dying, Apple is reinventing the store experience and making it meaningful and enjoyable for customers.

Nick Law, chief creative officer of Publicis Groupe Global, served as jury president of Creative E-Commerce this year. 

Xbox Design Lab's "Fanchise Model" Campaign with McCann

Xbox Design Lab came up with a fun way to encourage gamers to create their own unique  controllers by rewarding them with perks. These fan-created designs are rewarded based on the sales of their controllers, and are featured in Xbox marketing campaigns worldwide. Gamers are invited to create and claim their unique popular designs. 

Cannes Lions is running now through June 22, 2018.