Japan – Apple has launched a new App Store campaign in Japan, transforming its iconic “A” logo into a portal that opens into a multi-universe spanning 16 app categories.
Developed with TBWA\Media Arts Lab Tokyo, the campaign depicts the “A” logo evolving into multiple portals, each representing a different app category. These “universes” are rendered in distinct visual styles by 13 artists and animation studios from around the world.
The work features contributions from Japanese artists including manga creator Chika Umino (March Comes in Like a Lion), alongside Chalkboy, Hikaru Ichijo, POOL, and Haruko Hayakawa. It also incorporates characters from apps such as Pokémon Sleep, LINE, Chiikawa Pocket, Royal Kingdom, and Battle Cats.
The campaign’s three films are set to the unreleased track “Fashion” by K-pop group IVE, with voiceover by the group’s Japanese member REI. The line “Take any first step with App Store” is used across the films.
As part of the rollout, a digital out-of-home (DOOH) installation will be staged at Shibuya Station, introducing commuters to the different app “universes” featured in the campaign.
The campaign is being deployed across television, digital, social media, and out-of-home channels in Japan.
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