Advertising is communicating brands’ promises, such as their attributes and/or their benefits for the consumer. But promises are nothing more than words, and words do not allow more than an intellectual knowledge of brands – because, in this way, their values only exist in ads. To become truly known, brands need to be experienced; their values need to be activated. Though the concept is relatively new, brand activation has existed, in reality, for a long time, in the form of invites to try the brand (made by the seller), of hosted or sponsored events, of stores animation or, more recently, of brand entertainment actions. More than a trend or a theory, brand activation is, therefore, a natural step towards brand evolution, bearing in mind the strengthening of relations between brands and people.