The Shoutout
Best Experiential Activation by a Retail Brand
Brand: Walmart
Agency: Giant Spoon
Walmart amplified discovery for Black-led brands with The Shoutout, a 16-stop, multi-city experiential tour intended to broaden the appeal of these products among the general public and inspire shoppers to become activist champions. As word-of-mouth typically drives discovery for Black-led businesses, guests could create customized T-shirts featuring Black artists’ designs and shop a curated Shoutout Gallery of Black-led brands sold at Walmart. Takeaway tools and 25 influencer partnerships extended the impact beyond the event. With 95% of attendees reporting improved brand perception and 93% more likely to purchase Black led products, Walmart positioned itself as a platform for economic empowerment.
Monica Herman
Experiential Executive of the Year
Title: VP & Executive Creative Director
Giant Spoon Brands know that when they need a guaranteed viral activation, they can turn to Giant Spoon. Executive creative director Monica Herman delivers record-breaking campaigns for existing clients while pitching and winning new clients, most recently Walmart and Google Play. She spearheaded “Raise Your Banners” for House of the Dragon, transforming cultural landmarks – including wrapping a 270-foot dragon around the Empire State Building – into immersive fan experiences that generated nearly 8 billion impressions and drove HBO’s No. 1 series premiere. For Walmart, she launched The Shoutout and the Walmart Delivers mobile tour, bringing niche experiences to surprise and delight Gen Z audiences. Her team also orchestrated Google Play’s Rewards Tour, beginning with a Roblox experience then activations at Comic Con and Austin City Limits. Herman’s leadership, award jury service, and mentorship reflect her commitment to innovation, inclusivity, and the evolution of experiential marketing.
Read about all of the Adweek 2025 Experiential Awards winners here.