The Drum Awards for Marketing EMEA - Awards Show

-d -h -min -sec

Creative Creative Works Coronavirus

Apple showcases its role in keeping creativity alive during lockdown


By Imogen Watson, Senior reporter

April 14, 2020 | 2 min read

Next up on brands creating ads from home, Apple has captured how people are using its products to stay creative during the Covid-19 pandemic.

Creativity Goes On

The tech brand hopes to show that ‘Creativity Goes On’ with a film montage footage of people keeping creativity alive; whether it be drawing pictures on iPads, producing video content on Macbooks or using FaceTime to share creative ideas.

Produced over the course of two weeks, the film is interspersed with celebrities including John Krasinski working on an episode of his YouTube show #SomeGoodNews, Oprah Winfrey addressing #OprahTalks viewers on Apple TV+ with words of support, and the actress Lily James taking part in the #SaveWithStories children’s book initiative with her iPad.

Created by TBWA\Media Arts Lab, the spot falls into the emerging genre of ads created from the confines of lockdown.

To give thanks to those abiding by the 'stay indoors' instruction, Ikea Singapore released Making Home Content – a spot made entirely of footage shot by a team of creatives from TBWA who captured their lockdown lives.

Meanwhile, Engine shot a chilling film for Women's Aid called The Lockdown. It used videos shot during daily excursions in London to show how empty streets mean abusers are now locked in with their families.

Apple: Creativity Goes On by TBWA Media Arts Lab

By Apple

Overall Rating 4/5

Vote now
Creative Creative Works Coronavirus

Content created with:

More from Creative

View all


Industry insights

View all
Add your own content +