Best of the Decade: 'Today at Apple' transforms brand's stores into education centers

Work & Co brings education experiences to Apple's 500+ stores

Published On
Jun 20, 2018

Editor's Pick

Creativity looks back on the brand ideas and campaigns that made the last decade. See the full lineup here

Best of the Decade

While Apple’s “Shot on iPhone” campaign made billboards feel like a whole new medium, the brand also changed our perception of its retail store with “Today at Apple.” Created by the company in partnership with Work & Co, the idea transformed the company’s stores from mere retail outfits to educational community centers, where users could gather to learn more about how to use Apple products from creative pros and staffers. In 2018 the idea won double Cannes Lions Grand Prix in Brand Experience and Activation.

Original Story

Apple "Today at Apple," which brings education experiences to Apple's 500+ stores, has earned a Grand Prix in the Cannes Lions' newly minted experience track.

The Brand Experience and Activation Jury, led by Jury President Rob Reilly, global creative chairman of McCann Worldgroup, awarded the big Lion to Apple's "Today at Apple," which brings education experiences to Apple's 500+ stores, allowing consumers young and old to learn about how to create on Apple's various products.

Firms that partnered with Apple on their new retail strategy include Foster & Partners, Apple's architecture firm that led the creation of Apple Park, and digital agency Work & Co, which had been featured as a standout shop on Ad Age's A-List.

This category honors creative brand building through channels such as experience design, immersive, retail and activation.

"We're at a time when people accept brands more than ever before," Reilly said. "They worship them, they get tattooes of them, they post on social for them. On the flip side, people expect a lot more from brands."

On Apple, Reilly cited the comments of fellow juror Vicki Maguire, joint CCO at Grey London. "Vicki said it best when she said 'This Grand Prix is 28 years in the making." For two decades, this brand has been bringing magic in a box and today, this brand is figuring out how it will be meaningful in people's lives today, in another hundred years."

For more on today's winners, head over to