Apple, Holiday Brand Campaign, 'Misunderstood'

EXPRESSING A BOLD POINT OF VIEW ON THE ROLE OF TECHNOLOGY…

Apple always celebrated the holidays with a fun commercial acting as a gift to users. However, the growing conversation around all the problems with technology and how it distracts people from the real world was hard to ignore. We wanted to make a decisive statement showing Apple’s point of view on how technology can enhance rather than diminish human connection.

The insight:

Despite the popular cultural conversation, technology has as much potential to bring people together in human ways, as it does to drive them apart.

IDEA:

We created a multimedia campaign to make Apple's point of view on technology known to the world in a moment where family is the most important thing. The story shows a teenage boy who like many, seems preoccupied by his phone rather than engaging with his family over the holidays. In fact, the whole time he has actually been capturing some of their most touching family moments on his iPhone and created a gift they can all enjoy. All editing was done using Apple iMovie software on iPhone. The video that was shot from the boy's perspective was also made available as a confident demonstration of Apple's software offering. We also released the newly-recorded Cat Power song on iTunes in conjunction, leveraging the entire Apple ecosystem for the first time. The campaign triggered a huge conversation in the media (New Yorker, The Huffington Post, NPR, AdAge), creating a huge debate on the topic, as well as generating huge positive sentiment.