The Drum Awards for Marketing - Extended Deadline

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By John Glenday, Reporter

June 27, 2013 | 1 min read

Apple has published a new online campaign dubbed ‘Intention’, a minimalist animation which seeks to communicate the tech giant’s design ethos to a global audience.

Hosted by Apple in the UK, Denmark, Canada, Australia, New Zealand and Japan, as well as on YouTube, the one min flick asks ‘if everyone is busy making everything, how can anyone perfect anything?’

These simple phrases are paired with monotone visuals to describe the thoughts and emotions that lie behind each Apple product.

Created by TBWA/Media Arts Lab the piece was directed and produced by Buck.