Campaign details
Advertiser: AppleBrand: iPhoneAgency: In-houseCountry: China
Objectives
Seen as a premium yet distant foreign brand, Apple was facing the challenge of losing relevance in China amidst the category commoditization by the aggressive local players. Given the short brand history in China vs. the West, Chinese consumers only saw Apple through its products (i.e. iPhone) with very little understanding about what the brand truly stands for.
Unlike Apple's usual product-centric global campaigns with specific commercial and marketing objectives, the brief given to us was straightforward yet open: to build deep emotional connection with Chinese...