Apple: Shot on iPhone 15 Pro Max | Chinese New Year - Little Garlic

Apple’s annual “Shot on iPhone” Lunar New Year campaign film tells a personal story of a young girl’s journey teased by classmates as "Garlic Nose" against the backdrop of a hyper-idealized, tech-driven world in China.

Campaign details

Brand: AppleEntrant Company: OMD USAIdea Creation: TBWA\Media Arts Lab ShanghaiMarket: ChinaSector: Electronic Devices

Background

China is the largest, most competitive smartphone market in the world. Establishing camera superiority is an essential way to drive consideration and preference over rivals.

To differentiate iPhone, Apple launched a Shot on iPhone film in 2018, the first local execution in China under this global platform.

The film launched on Chinese New Year, a moment of high cultural significance, and established an annual platform that drove long-term relevance for Apple.

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