Campaign details
Brand: AppleAgency: TBWA\Media Arts LabCountry: United States
Why is this work relevant for Creative Strategy?
You only get one chance to launch the first-ever mini iPhone. In 2020, we needed to get people excited for not just the new phone, but the idea of mini. So we decided to write a mini launch brief: launch just iPhone 12 mini only on TikTok and only to one specific audience that embodied the spirit of mini but mighty. The #makeitmini Challenge drove "mini" conversation and max results.
Background
Fall Launch is the biggest moment of...