Apple Macintosh: Mac vs. PC

Apple’s Mac vs PC campaign was designed with the aim to demonstrate the benefits of using a Mac over a PC.

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.

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