TBWA\Media Arts Lab, Los Angeles / APPLE / 2018
Show the beauty and fragility of Earth through the lens of everyday iPhone users, set to the words of one of the planet's most ardent and outspoken advocates, Carl Sagan. We paired Sagan's words with a series of video clips shot all over the world on iPhones by ordinary people to underscore the notion that the planet's future is in our hands. After all, as Sagan said, the Earth is "the only home we’ve ever known" and we have the power to preserve it as much as we have the power to destroy it.
During the NBA playoffs, a huge viewership moment, Apple immediately pulled its litany of scheduled product ads and created a special message called “Earth” to replace them. A film, acting as a somber plea that deeply reflected not only the opinion of the brand and its users, but representative of Apple's core values. An act that reminds the world that technology is only as good as the people and perspectives that power it.
With the sentiment surrounding the message being overwhelmingly positive (97% of mentions were positive). As technology & news site “Technobuffalo” put it, “out of all the iPhone commercials Apple has released over the course of the past decade, Earth — Shot on iPhone is probably our favorite because it has the best message: we only have one livable planet, and we need to preserve and cherish it.”
HARRISON TROUGHTON WUNDERMAN, London