Apple's new promoting marketing campaign celebrates the UK's inventive expertise
Apple's Behind the Mac campaign, launched in 2018, brought us a series of ads showing inspiring people using their computers. A film released for International Women's Day in March showed the founder of the MeToo movement, Tarana Burke, alongside Marie Kondo, Ava DuVernay and Lady Gaga, while another film released in June focused on British musicians .
In the latest edition, Apple focuses on the British creative scene. Meet the Creatives plays on the title Imagination by the London musician Labrinth and combines found photographs of artists, designers, actors and musicians – all on Apple Macs, of course.
The line-up includes a mix of emerging and established talents, from artist Grayson Perry to the writer and creator of I May Destroy You, Michaela Coel, palace founder Lev Tanju, editor-in-chief of British Vogue Edward Enninful and photographer Vicky Grout .
The musicians Dave, Floating Points and Joy Crookes appear as well as Labrinth, two games, Aardman Animations, the graphic artist Anthony Burrill, the fashion designer Feng Chen Wang and the illustrator and CR Gradwatch Alumna Alva Skog.
An outdoor campaign is underway in cities across the UK
An outdoor campaign is underway in cities across the UK
An outdoor campaign is underway in cities across the UK
An outdoor campaign is underway in cities across the UK
The film created by TBWA / London is supported by an outdoor campaign in which creative people are shown alongside pictures of their work. Apple and TBWA have also created 15-second videos with more information about each creative that can run on Snapchat, TikTok, and Twitter.
It's a simple concept, but it reflects Apple's longstanding focus on creativity, music, and culture. While based on viewers who are familiar with or interested in the British creative scene, the film is a compelling product recommendation that reminds us of the plethora of amazing projects written, designed, and created on Apple Macs.
With its black and white footage, the film is reminiscent of Apple's classic Think Different campaign, which paid homage to "outsiders, rebels, troublemakers" who changed the world. It also feels like a timely celebration of the UK's creative industries. As we covered in CR, the coronavirus pandemic has dealt a heavy blow to creative and cultural organizations, but it hasn't stopped people from doing great work and sharing.