Apple iPhone 6: World Gallery
Agency: TBWA, Media Arts Lab
Objectives
It's January 2015, following the launch of the iPhone 6 and 6 Plus. The sales numbers have stunned the media, Wall Street and consumers alike, making the iPhone 6 and 6 Plus Apple's most successful product launch ever. But the smartphone category moves fast. The challenge: beyond launch how can we keep it exciting?
To better understand the challenge, we analyzed the conventions defining the category:
- Chasing after the next "new". New product launches now happen throughout the year - each heavily pushing its own campaign window by touting...