What does it mean to create an activation that includes everyone? Ruth Mortimer, Global President of Advertising Week, shares her take and offers real examples to guide the way.
Inclusion and belonging are rarely discussed when it comes to brand activations at events. Usually whenever brand activations are discussed, the conversation focuses around sales opportunities, networking conversation or sampling moments. Success is measured in footfall, lead generation or sales.
But done in the right way, brand activations can also play an important role in creating a sense of inclusion around what you do for your brand that lasts well beyond the event itself.
Brand activations are often highly visible as they are frequently photographed, shared and talked about, which means they can act as the physical representation of what you do. By driving attention and conversation, activations are a great way to include people in a meaningful way while remaining on brand.
I’ve picked three interesting examples of inclusive activations across some very different events that I think show inclusive thinking in action. These events took place across three events in different countries and had very different motivations, but all shared some core principles. They all aimed to create environments where people would gather and feel comfortable sharing experiences together.
Let’s dive into these examples and the next time when you’re thinking about brand activations, consider whether you’ve created an inclusive environment that welcomes everyone and ultimately drives success.
Empower Lounge, Advertising Week Europe
The Empower Lounge at Advertising Week Europe has inclusion at its heart. Run by agency Propeller and women’s group WACL with backing from tech business Adform, it came together as a hybrid lounge format. It involved multiple groups representing different types of people to discuss new ideas and enjoy networking events in a relaxing physical environment.
The set up of the lounge was inclusive by design, allowing anybody with a ticket to attend and take part in it. Throughout the week, it hosted pop-up networking for a wide range of different campaigning groups across the inclusivity spectrum alongside talks that aimed to get to the heart of some challenging issues around equity in the workplace. The space also had areas for more calming experiences, such as a reading nook, where people could learn more by browsing the bookshelves.
The entire experience, however, constantly reinforced messages about bringing everyone together and remaining empathetic in approach, regardless of differences in opinion about how to handle issues. Togetherness and connection was promoted constantly.
Empower Lounge: Key Inclusion Takeaways
| Inclusive Element | Description |
| Intersectionality-centered content | The content addressed overlapping identities, not standalone categories |
| Honest discourse | Openly discussed resistance to DE&I within organizations and how to manage this |
| Leadership and accountability | Called for measurable inclusion targets and board-level ownership |
| Open and welcoming space | Lounge open to all, not gated by seniority or ticket tier |
| Culture and humanism lens | Programming focused on empathy-led issues |
Pinterest’s Manifestival, Cannes Lions 2025
A great example of how to create an inclusive space is social media network Pinterest’s beach space each year at the Cannes Lions festival in the South of France. The company takes over a beach in the French town and then creates a journey for its group of business-to-business customers through fun, interactive cultural experiences.
The Manifestival plays into Pinterest’s brand goals to show potential customers that it is a key place to find the latest breaking cultural trends and moments. Each year, it publishes a report called Pinterest Predicts and the goal of the activation is to bring the trends included to life. So, the beach features pop-up moments in beauty, style, food and drink, travel and even a tattoo parlor.
In 2025, this included Aura Beauty, an area where visitors could explore new looks with makeup artists. There were DIY stations where goods could be recycled into new useful objects. And many fishermen themed pop ups, from the tattoos to a launch of creator Emma Chamberlain’s new fisherman aesthetic themed coffee brand.
The space tapped into inclusivity specifically in a number of ways. First, it ensured it featured movements and cultural appreciation that might otherwise not be recognized in the mainstream. With a strong skew towards Gen Z culture, it also featured and honored groups that might otherwise be seen as peripheral.
Within the activation, Pinterest also supports and curates mini events for Black and AAPI creatives among other groups. Its talks there also focused on digital safety and remaining positive on the interest, which is both inclusive and a major brand selling point for Pinterest.
Manifestival: Key Inclusion Takeaways
| Inclusive Element | Description |
| Cultural Customization | Gen Z-led workshops and aesthetics honoring diverse identities |
| Safe Spaces | Curated dinners/roundtables for Black and AAPI creatives among other groups to ensure everyone sees themselves in the cultural trends on display |
| Amplified Inclusivity Dialogue | Panels on digital safety and representation led by inclusive advocates |
| Cross‑Cultural Creativity | DIY crafts draw on global styles, celebrating multicultural expression |
Aveeno’s Oat Oasis, SXSW 2025
Skincare brand Aveeno created a wellness pop-up to create an educational activation that embodied Aveeno’s values of wellness and care. Aveeno is known for its oat-based moisturizers, oils and eczema treatments.
The activation at SXSW leant into the oat and nature theme in a major way, offering everything from oat lattes to skincare demos using the oats as the primary ingredient. The brand activation also added palm readings and a nature-based photo booth to record your time there.
The inclusivity here was all around health, including mental wellbeing and many sensory ways to discover the information. It blended a mindful approach with a caring attitude to an enormous range of people, preferences and skin tones.
Aveeno Oat Oasis: Key Inclusion Takeaways
| Inclusive Element | Description | |
| Calm & sensory-safe design | The earthy tones and low stimulation environment was welcoming for neurodiverse or overwhelmed individuals | |
| Wellness + health framing | The dermatologists, oat-lattes, skin demos focused on educating attendees rather than taking a sales-first approach | |
| Community storytelling space | The live podcast recording with audience interaction shared experiences including those from underrepresented groups | |
| Multi-modal participation | Palm readings, tactile photo booth, and lounge area meant there were multiple ways to engage depending on comfort level and preference | |
| Non-sales-first approach | Zero pressure zone focused on care and comfort |
7 Tips for Creating Inclusive Brand Experiences
If you’re planning a brand activation or experience at an event, here are some general principles to help you think about inclusion.
- Community co-creation. Don’t guess – collaborate with the people driving trends in the design and execution of your space. Instead of borrowing from culturally relevant moments, involve those who drive them.
- Think beyond the visuals. Inclusion is more than just using a diverse set of imagery. Consider access to the space, any neurodivergent needs, sensory elements and the cultural context.
- Real always connects. Amplify real stories wherever you can and use the space to amplify real people alongside product messaging – people connect with other people.
- Offer something back. If you can offer something with a value exchange as part of your activation, this gives your experience longevity and genuinely includes it in people’s lives. Think resources, mentorship, career opportunities or visibility. Always keep the value exchange in mind.
- Make it ongoing – Don’t let inclusion end with the brand activation. It should be part of an ongoing process that lives year-round.
- Create a welcoming environment. Consider any need for quiet zones, parental feeding facilities, inclusive seating, space for wheelchairs, or accessible ways to read. You may not be able to offer everything, but you want people to feel welcome.
- Staff with intent. Ensure your staff mix reflects not only the brand values you carry but also the communities you want to reach.
About the Author
Ruth Mortimer is Global President of Advertising Week and SVP at Emerald, where she oversees a portfolio of powerhouse brands such as Advertising Week, Prosper, and B2BMX—delivering high-impact events and content across five continents. With over 2,000 annual speakers and partners like Netflix, Google, and Disney, she curates the pulse of the marketing world. Former editor of Marketing Week, she’s an award-winning columnist and author of five books. Her path spans digital innovation, thought leadership, and even archaeology in her early days—a career built on curiosity, and global influence.
