Client: Apple
Date: Jun 2018
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A new spot for Apple’s laptops views people working on their Macs, making art, music, poetry or whatever they do. We never actually see the screen, just the iconic Apple logo on the top of the laptops, and the users’ responses, from frustration to joy.

In 1984, the introduction of the Macintosh revolutionized the computer industry. Made for the “normal person on the street” as opposed to a computer expert, the Mac quickly became the computer of choice for creative minds who wanted to challenge the status quo. More than two decades later, Mac users from around the world continue to push the boundaries of creativity.

Showcasing how technology plus passion can be the bridge to new thinking, new inventions and new problem solving, Apple’s ‘Behind the Mac’ campaign shines a light on the next generation of visionaries doing extraordinary things behind their Mac. The campaign shares 12 real stories of individuals, like Peter Kariuki, an entrepreneur who created an app that is making the roads in Rwanda safer; music artist Grimes who creates her album artwork and is the sole writer and producer on her albums; and Bruce Hall, an accomplished photographer who has a permanent collection in the Library of Congress and is legally blind. As creativity and technology continue to evolve, the campaign sheds light on new ways Mac users can change the world.

By highlighting the inspiring stories of real people, the ‘Behind the Mac’ campaign seeks to empower everyday Mac users to start pursuing their passions – challenging us all to make something wonderful.

The campaign is extended with out of home placements.