Apple: The Comeback - Shot On iPhone 13 Pro

Apple, a smartphone brand, partnered with director Zhang Meng in China to create The Comeback, a 23-minute movie, to maintain top-of-mind, drive consideration for iPhone, build brand affinity and cultural resonance and boost short-term sales.

Campaign details

Title: The Comeback - Shot On iPhone 13 ProBrand: AppleProduct: iPhoneIdea: TBWA\Media Arts LabCountry: USA

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months or lessAsiaNon-specificOtherMiddlenot available

Objectives

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 ShotOniPhone film in 2018, the first local execution in China under this global platform.

The film launched at Chinese New Year (CNY),...

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