Apple: Animoji

Apple, a technology company, promoted its Animoji feature on iPhones in the US by partnering with Grammy-nominated artists to produce Animoji music videos.

Campaign details

Advertiser: AppleBrand: iPhoneAgency: In-houseCountry: United States

Objectives

Apple's communication is at its best when it adds to culture or highlights an amazing new user behavior. The release of iPhone X delivered a feature that could easily do both: Animoji. At the time entirely new to the category, it allowed people to create and record custom, 3D versions of various animated emoji, using facial recognition to animate the emoji in real time. The brand wanted to give this innovation the largest possible stage to create awareness, to stimulate interest, and to enhance the...

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