In the past, anime was seen as something reserved for children and geeks. Currently, however, it has become central to the youth culture in Japan. Anime has dominated over 60% of Japan’s box office hits in the past 3 years. Students were the biggest contributors to this and they are often portrayed as the main characters in anime films and TV series.
Anime directors in Japan have been creating their films with MACs for many years and their love for the brand has been expressed in different ways. The homages resulted in endless variations of the fruit logo that showcase how Mac is an integral part of the creative culture in Japan.
“Behind the Mac - Anime” is a campaign targeting students, that celebrates all the characters in Japanese anime films that live their daily adventures with the help of a Mac. Made entirely from found footage, it’s a quick-cut cavalcade, that brings together heroes from classic, famous and niche anime films.
The song “I am Shujinkou” by Kaho Nakamura adds another inspirational layer to the spot, with its lyrics urging the youth to be the heroes of their own stories.
Finally, the film wraps up with the line “Create a story the world’s never seen,” as a motivational invitation to the next generation of creators.