Cannes Lions

Welcome Home

TBWA\Media Arts Lab, Los Angeles / APPLE / 2018

Presentation Image
Presentation Image
Film

Overview

Entries

Credits

Overview

Description

A four minute film. Directed by Spike Jonze. Starring FKA twigs. Soundtrack by Anderson Paak. “Welcome Home” demonstrates the immersive listening experience HomePod can deliver in any home. It’s ultimately a universal tale about the effect sound and music has in our living space, told through movement and dance. The emotional journey of the character is reflected by the colorful transformation of the physical environment, providing an epic feel to a very intimate story.

Execution

A four minute film. Directed by Spike Jonze. Starring FKA twigs. Soundtrack by Anderson Paak. “Welcome Home” demonstrates the immersive listening experience HomePod can deliver in any home. It’s ultimately a universal tale about the effect sound and music has in our living space, told through movement and dance. The emotional journey of the character is reflected by the colorful transformation of the physical environment, providing an epic feel to a very intimate story.

Outcome

Within 24 hours, Welcome Home catapulted HomePod into global pop culture, skyrocketed to #1 Trending on YouTube organically, where it trended for 14 days to become the most watched piece of branded entertainment of March 2018 in that platform. The film took the internet by storm, generating more than 900 articles across international mass media, sparking hundreds of thousands of spontaneous reactions on social media. Feeds where splashed with colorful fan art inspired by the most iconic moments in the story. ’Til It’s Over by Anderson .Paak raised to the top of the charts across radio stations and music online channels. Pitchfork named Welcome Home the best music video of March 2018.

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