Over the last 3 years, sequels have become a third of all top-grossing movies. Creativity scores have been in decline since the 90’s. And even the chord structures of popular music are becoming more and more similar each year. Creativity is in crisis. However, Apple has always championed the power of creativity to change the world.

Over the last 3 years, sequels have become a third of all top-grossing movies. Creativity scores have been in decline since the 90’s. And even the chord structures of popular music are becoming more and more similar each year. Creativity is in crisis. However, Apple has always championed the power of creativity to change the world.

We shone a spotlight on people like Peter Kariuki, an entrepreneur saving lives in Africa and the blind photographer Bruce Hall, who uses his Mac to see the world, alongside a diverse array of people all unleashing their creativity behind the Mac.

The campaign was released on TV, online videos and billboards around the globe. With a simple, yet iconic image, now every coffee shop, library, and airport in the world becomes an invitation from Apple to make something wonderful behind the Mac.

Target audience to a broad 18-49 age group, but focused in those who identify themselves as creators. Audience definitions were broader to identify placements and media that self identified creators focused on, but these creators could come from any industry, not just the creative industry. To be where passion thrives.

Activity ran from June 2018 through April 2019. The implementation of the campaign was focused on mass reach, such as Fifa World Cup, to targeted media placements that foster creativity or index highly against this self identified creators no matter the industry, or in OOH in creative hubs for example in Kyoto, NY and Shanghai. Contextually played a core role throughout, targeting media moments which drove high levels of social conversation, or that featured the talent in the spot.

With a simple, yet iconic image, now every coffee shop, library, and airport in the world becomes an invitation from Apple to make something wonderful behind the Mac.