Top five experiential stories of the week

Nike's Air Max celebrations, Bosch's 3D activation, Benefit's pink pop-up, Bridgestone's Olympic campaign and Cadbury's Easter maze are this week's most read stories.

Nike: marking Air Max Day
Nike: marking Air Max Day

Nike Air Max Day celebrations

Sports brand Nike is opening pop-ups in cities in the US and Canada and hosting a range of activations to mark its fourth annual Air Max Day. The 'Sneakeasy' shops aim to provide a focal point for Air Max celebrations, showcasing Air Max models from the past and present, while providing visitors access to the best retro and new footwear products. The first shop debuted in New York this week (20 March) and is running until 26 March. Here, visitors can view a Department of Nike Archives Air Max genealogy display and be one of the first to access the Air Max Day NikeiD builder, which aims to trial sessions for the future of air – the Nike Air VaporMax with a pre-ordering opportunity and exclusive access to the NYC Revolutionairs. This weekend (25-26 March), additional consumer activations will launch across Nike stores in New York City, at Nike Soho, NikeLab 21 Mercer, Nike Flatiron, Nike x Kith, atmos, Bandier and Concepts NYC. Pop-ups in other cities are opening tomorrow (25 March).

Bosch's 3D activation at Piccadilly Circus


Home appliances brand Bosch launched a 3D advertising campaign at Piccadilly Circus underground station, designed to promote the brand's i-DOS washing machines. The activation, devised by integrated marketing agency Bonfire Creative Intelligence, took over two shop units in the station ticket hall and utilises various other ad spaces throughout the station. One unit was dressed in the style of a laundrette and displayed the washing machines alongside the campaign strapline "Whoever you are, whatever your load, i-DOS gets it #JustRight." 

Benefit's 'Bold is Beautiful' campaign


Benefit Cosmetics' annual philanthropy initiative - the Bold Is Beautiful Project - returns this spring with a pink twist in the form of a pop-up shop selling pink goods. Launching in London’s Covent Garden on 31 March and then touring three other cities across the UK during April, the #RaiseABrow charity shop will fling open its doors and raise vital funds for two UK charity organisations, Refuge and Look Good Feel Better, which empower and support women and girls across the country. Agency Devries Slam is implementing the campaign. 

Bridgestone's Olympic Games partnership campaign


Tyre manufacturer Bridgestone has kickstarted the UK brand activation of its campaign highlighting its Olympic Games partnership. The motivational campaign, devised together with agency WeAreFearless and sporting events organiser Golazo, was unveiled at the end of last week and aims to encourage people of all ages, abilities and passions to find the strength to chase their dream and overcome the obstacles they face on life’s journey. The Chase Your Dream, No Matter What campaign brings to life Bridgestone’s goal of keeping you safe and on track on life’s journey - just as Bridgestone’s tyres do on the road - whatever the conditions.

Cadbury unveils 'enchanted maze' 


Cadbury staged an easter egg hunt in a giant maze at the London Eye this weekend, as part of its Easter egg campaign. The activation took place on Saturday (18 March), where visitors were greeted by the Cadbury Easter bunny, who invited them to join in a fun and joyful Easter Egg Hunt. Complete with unexpected twists and turns, the enchanted two-metre tall maze was open to all from 11am until 4pm, and challenged visitors to navigate their way through the maze as they hunted down hidden eggs. Each child that took part with their family were also given an Easter basket to fill with Cadbury Easter chocolates as they made their way around the pop-up.

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