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Privacy - Tracked
Agency TBWA\Media Arts Lab / Los Angeles + OMD / Los Angeles + Work Editorial / Los Angeles + MJZ / Los Angeles
Category
Television & VOD / Long Form - Single
Annual ID
OS22_FI063M
About the Work
A campaign designed to highlight Apple's innovative efforts to protect our online privacy, "Tracked" brings to life the invasiveness of data tracking in our everyday lives through a maddening and metaphorical adventure.
The vast majority of people are unaware of how prevalent and pervasive the presence of data tracking is and how much of their personal information is being tracked, shared, bought, and sold. Those who are aware never had the resources to take back control of their data; until now. This campaign introduces iPhone's latest privacy feature, App Tracking Transparency— a tool designed to put you in control of which apps are allowed to track your activity across other company's apps and websites.
Throughout the commercial, we follow a sheepish young man as he goes about his daily routine. Each scene reflects an app people commonly use. From the coffee shop to taking a taxi, a financial institute, and a shopping center, he purchases different items. Along the journey, more and more people start to follow him until a metaphorical crowd of apps and data brokers surrounds him, all vying for his personal information. Completely overwhelmed and consumed by the unrelenting scavengers, he takes out his iPhone and declines the request for apps to track him. A moment of empowerment, they being to disappear, one by one, forcefully vanishing before our eyes until he's left alone— his privacy one again restored.
A film with over 26 million views on Youtube alone, "Tracked" set the responsibility standard for in-app data collection while catapulting Apple to the forefront of the privacy conversation.
The vast majority of people are unaware of how prevalent and pervasive the presence of data tracking is and how much of their personal information is being tracked, shared, bought, and sold. Those who are aware never had the resources to take back control of their data; until now. This campaign introduces iPhone's latest privacy feature, App Tracking Transparency— a tool designed to put you in control of which apps are allowed to track your activity across other company's apps and websites.
Throughout the commercial, we follow a sheepish young man as he goes about his daily routine. Each scene reflects an app people commonly use. From the coffee shop to taking a taxi, a financial institute, and a shopping center, he purchases different items. Along the journey, more and more people start to follow him until a metaphorical crowd of apps and data brokers surrounds him, all vying for his personal information. Completely overwhelmed and consumed by the unrelenting scavengers, he takes out his iPhone and declines the request for apps to track him. A moment of empowerment, they being to disappear, one by one, forcefully vanishing before our eyes until he's left alone— his privacy one again restored.
A film with over 26 million views on Youtube alone, "Tracked" set the responsibility standard for in-app data collection while catapulting Apple to the forefront of the privacy conversation.
2022 Awards
Total Points: 3
Merit
Credits
Agency
TBWA\Media Arts Lab / Los Angeles
Production Company
MJZ / Los Angeles
Post Production Company
Work Editorial / Los Angeles
Media Distribution Company
OMD / Los Angeles
Chief Creative Officer
Brent Anderson
Creative Director
Brandon Mugar
Executive Creative Director
Chuck Monn
Executive Producer
Margaret Nickerson
Music Supervisor
Liz Pfriem
Associate Creative Director
Carlyle Garrick
Geovanny Panchame
Senior Producer
Travis Roever
Strategy Director
Stephanie Small
Music Director
Josh Marcy
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