In 2019, there was a crack in Apple's fandom. The brand that asks people to "Think Different", had itself become stagnant. There was nothing innovative about the new iPhones and once loyal fans now had doubts. Sensing the opportunity, we unleashed the #iChanged campaign where we used real people instead of KOLs to act as our ambassadors and sway Apple fans to our side.
The campaign was launched with a film that showed how the new Samsung Galaxy S10 empowered our ambassadors to do what they can't. Then followed with ATL, EDMs and social media to get the word out.
CD: Lay Jian Yi
ACD: Jaz Lee
Art Director: Ong Jia Yen
Copywriter: Chow Jann Rong
ACD: Jaz Lee
Art Director: Ong Jia Yen
Copywriter: Chow Jann Rong
