Apple iPhone 5s: You're more powerful than you think
Campaign details
Agency: TBWA Media Arts LabBrand: iPhoneAdvertiser: Apple
Summary
The goal of 'iPhone 5S : You're More Powerful Than You Think' campaign was to reframe the smartphone category conversation and communicate the iPhone difference to consumers in a way that went far deeper than tech-and-specs.
In the 12 markets we advertised at that time (U.S., Canada, Australia, UK, France, Germany, Italy, Spain, Switzerland, China, Japan, Korea), iPhone was by far the most admired smartphone in market. However on the surface, to many smartphone shoppers, iPhone...