DO YOUR THING
Background
With few Apple Retail stores in Latin America, most sales are made through Apple Preferred Retailers (APRs).
These APRs are independently managed franchises, monitored by Apple for brand consistency.
With over 120 APRs across LATAM each creating their own campaigns, Apple were finding the brand tonality slipping and required a campaign to promote the APRs that was relevant to audiences in each of the LATAM territories while ensuring Apple had complete Brand Control.
Brief
Create a campaign to be distributed as a toolkit (AV & stills) for social media & digital display promoting the benefits of purchasing the new iPhone 11 in store at the local APR. The assets were to be produced in 3 languages with an authentic Latin American tonality relevant to all territories within.
A major part of the challenge was creating assets that had the flexibility to allow each of the APRs to make it their own, while ensuring the Apple brand sung through at all points.
Solution
3 stories of a Latin American Family, each with their own iPhone related passion visiting an APR for expert advice then demonstrating their own, personals usage of a specific functionality of the phone.
Each story was written as a silent film negating the need for multiple language versions. Every asset was crafted to be perfect for each platform from 20″ YouTube pre-rolls to Instagram stories.
In some cases we shot scenes in multiple angles to accommodate differing aspect ratios, in others we created specific narratives to fit the optimum duration and size for the platform.
It was an incredibly collaborative process with constructive input from representatives of the APRs and from Cupertino throughout.
