Apple, Holiday Brand Campaign, 'The Song'

USING TECHNOLOGY TO CREATE DEEP HUMAN CONNECTION…

Having set a different standard for Apple’s holiday communication in 2014, this year would need to reinforce how Apple’s whole ecosystem of products actually helps people to connect in deeper, more human ways.

The insight:

The holidays have become so saturated with mindless gift giving that we have forgotten the true intention behind why we give gifts: to show our loved ones that we care about them.

The idea:

Show a different side of Apple’s role in the holidays. Rather than just gift another new iPad, we partnered with legendary music producer T Bone Burnett and one of his up and coming vocalists to craft a new recording of an old Gershwin record using Apple software. This was then gifted to a girl’s grandma in the TV commercial while the original recording was available on apple.com and iTunes. Also, this led to our first ever Chinese New Year commercial. The Shanghai team worked in close collaboration to follow the strategic priorities set by the global ad, but updated the concept to create an award-winning commercial specifically for a key market.