As part of our ongoing Privacy campaign, we wanted to raise the curtain on the hidden, multibillion data industry that profits off the sale of the world’s personal data. With so much of our personal information being bought and sold online without our knowing, the brief was to depict how these prying eyes can know more about you than you realize and show how iPhone helps you take back control.

Data Auction is a whimsical, bizarre, thrilling and ultimately informative campaign, designed to reassert iPhone's stance on privacy by shining a light on the hidden, multibillion data industry that continues to profit off the sale of the world’s personal data. With so much of the world's personal information being bought and sold in real-time without our even realizing, Data Auction reveals how these prying eyes can know more about you than you do and how, with a simple tap, iPhone helps you take back control.

The film drew upwards of 15million views of the film on Apple’s global YouTube channel and attracted strong press coverage. But most importantly, our revelations got people around the world talking about around their privacy. As one person tweeted: “Many of us believe we are taking care of our data, but are we really? If you haven’t yet, please watch Apple’s latest ad."