ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

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2019 ADC Awards - Advertising

Behind the Mac

Agency TBWA\Media Arts Lab / Los Angeles + OMD Worldwide / Los Angeles

Client Apple, Inc.
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Annual ID

ADC_ADV19122M

About the Work

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 become more similar each year. Creativity is in crisis. However, Apple has always championed the power of creativity. So, we launch a global campaign celebrating a diverse array of people making wonderful things behind the Mac. The stories of unsung heroes like Peter Kariuki, an entrepreneur saving lives in Africa were told alongside celebrities like Oprah Winfrey and Paul McCartney. Billboards featuring creatives behind the Mac were spread around the globe. And places like Brooklyn, China and Japan had exclusive billboards featuring local creatives. With a simple, yet iconic image, every coffee shop in the world became an invitation from Apple to make something wonderful behind the Mac.