Dubai-based parking operator Parkin has earned a shortlist spot in the Brand Experience & Activation Lions category at Cannes Lions 2026 for its innovative ‘Spots for Shops’ campaign.
Developed in partnership with FP7 McCann MENAT, the initiative transforms paid parking into a tool for supporting small businesses across Dubai. Customers who park near participating neighbourhood stores can receive cashback on their parking fees through the Parkin app after making qualifying purchases, with the amount credited directly to their Parkin wallet.
The campaign addresses a key challenge for local retailers in a city where private vehicle use is among the highest in the world. By linking parking validation to everyday purchases, Parkin aims to increase footfall for independent businesses while making visits more convenient for customers.
Beyond the digital experience, selected parking spaces feature custom artwork and messaging that guide drivers toward nearby participating stores, effectively turning parking spots into street-level media.
The first phase includes 15 businesses, with parking fee redemption launched through the Parkin app in May 2026.
The shortlist recognition places ‘Spots for Shops’ among the leading global campaigns competing in Cannes Lions’ Brand Experience & Activation category, which celebrates ideas that create meaningful connections between brands and consumers through participation, engagement and real-world experiences.
