Campaign for Pimm’s Takes Home Silver Lion in Technology Category

Cannes Lion technology

Last week Carat UK were awarded a Silver Cannes Lion for their recent work on Pimm’s for Diageo. The award, part of the Media Lions at the Cannes Lions International Festival of Creativity, was awarded in the category ‘Use of New Technology’.

The campaign, called ‘Grab a seat! It’s Pimm’s O’Clock’, was created by a bespoke team. A trial partnership was negotiated with a chain of pubs. The team then installed iBeacons which were used to measure footfall and capacity. This information, plus a weather feed, informed a digital outdoor campaign that served dynamic, localised creative to help thirsty consumers find a seat in the sun (or a place indoors if it was cold) where they could enjoy a Pimm’s Cup.

This work was also a winner at the Media Week Awards, the Campaign Media Awards and the Cristal Awards.


Cannes Lion technology
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