If advertising was a movie, activation would be the theme park.
Consumers don’t just buy products, they buy what a brand stands for. We always knew it however today that's just not enough.
Consumers want to ‘experience’ the brand. They’re not just a mere audience, they want to be actors.
Technology allows all sorts of new ways to participate. How can we bring a brand’s story to life in the real world? How can we move people to live their beliefs? How can we walk the brand talk?