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Apple and Microsoft took innovative avenues to capture consumers' hearts (and dollars), earning Grand Prix in a newly minted Cannes Lions' experience track composed of the categories of Brand Experience and Activation as well as Creative E-Commerce.

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

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