Mac vs PC
SUMMARY
While iPod had catapulted Apple into the center of cultural leadership, Mac continued to feel small and under-appreciated. Mac was widely recognized as a creative tool, but something was holding it back from true mainstream growth and relevance. Our task was to ‘unlock’ the Mac brand for the world. But this wouldn’t be a typical awareness and sales campaign. We needed something much bigger: a campaign that could overcome decades of barriers and myths already ingrained in the minds of PC users everywhere. Our impossible brief was to make Mac meaningful to a PC audience.
Challenges:...