Usually, the popping of champagne bottles marks the end of the world cup of advertising—the Cannes Lions International Festival of Creativity—where this year more than 35,765 entries from 92 countries competed to bring home one of the much-coveted Lion trophies. But perhaps it should have been sirens that signaled the end of this year’s commercial power struggle—a signal of distress.

Coca-Cola Israel used the geo-fenced technology to celebrate consumers as they drove through with name-centric messages. As part of the “Share a Coke” global marketing initiative, the soda brand and Tel Aviv-based Gefen Team created a promotional effort called «Coca-Cola personal Road» that included personalized billboards set up along the route.

To promote the launch of its 2014 catalog, IKEA has released an AR app that “builds in” furniture of the new collections into the room—virtually. The IKEA Catalog app saves the time and pain of choosing the furniture in-store and returning the purchase due to a bad room fit. With the app, consumers will be able to see how a new sofa or a chair integrates into the interiors without actually taking the piece of furniture into the house.