A campaign addressing iPad's declining momentum in the US market — by finding what made iPad genuinely irreplaceable and building everything around it.
"The key to unlocking iPad's unique potential for every user is the hundreds of thousands of apps."
Competitor tablets were entering the market on price and specification. None of them could touch the depth and breadth of Apple's app ecosystem — the thing that turned iPad from a device into a different tool for every person who owned one. The campaign made that plurality the hero.
Rather than conventional lifestyle photography, the execution featured dynamic presentations of transformative apps in visually compelling combinations — showcasing the extraordinary range of things iPad could do. The creative disrupted traditional outdoor advertising by placing these combinations in contextually relevant billboard locations around the world, making the medium part of the message.