Tag: TBWA\Media Arts Lab Shanghai

China – Apple China, in partnership with TBWA\Media Arts Lab Shanghai, has unveiled a new Mac campaign aimed at the millions of students transitioning from high school to university following the Gaokao exams.

Titled ‘If you want it, Mac can do it with you’, the campaign features a short film that follows students navigating common campus challenges such as overcrowded dorms, competition for library seats, and strict curfews—presenting the Mac as a tool that supports academic life beyond coursework. The campaign captures the post-Gaokao moment of change for students entering a new phase of independence and learning.

In addition to the main film, three 15-second spots spotlight specific Mac features: fast performance for last-minute edits, long battery life to avoid the need for frequent charging, and iPhone Mirroring for accessing phone content from cramped dorm spaces. 

The first, “Chip”, shows a student fine-tuning a presentation until the very last second. “Battery” highlights the convenience of all-day power while working across campus. “Connectivity” demonstrates Apple’s Continuity feature, enabling seamless interaction between iPhone and Mac.

China – Apple China, in collaboration with TBWA\Media Arts Lab Shanghai, has launched a new privacy campaign bringing back comedian Yue Yun Peng for a second consecutive year to illustrate iPhone’s privacy features through everyday situations.

The campaign builds on last year’s “Let’s Talk Privacy” series with three comedic films — ‘Tiger’s Oil’, ‘Garbage Day’, and ‘Lock Master’ — again directed by Zhang Da Peng and headlined by Yue.

In each spot, Yue is placed in familiar scenarios that highlight common privacy concerns, with the iPhone’s built-in tools offered as solutions. In Tiger’s Oil, a child inadvertently reveals an embarrassing chat exchange after accessing Yue’s phone. An Apple specialist character guides Yue on how to use Face ID to lock or hide apps to prevent similar incidents.

Garbage Day sees Yue chasing down a recycling bike after misplacing a notebook filled with passwords. The scene transitions to a demonstration of the iPhone’s Passwords app, which uses Face ID to manage credentials securely in one place.

In the final spot, Lock Master, Yue explores how Face ID can be used not only to unlock the device but also to secure individual apps, with biometric authentication highlighted as a key feature.

Beyond the main videos, the campaign includes supplementary social content that offers practical privacy advice, along with behind-the-scenes clips featuring light-hearted exchanges between Yue and director Zhang. Yue also appears for the first time on Apple’s privacy-themed billboards in China, offering a more visible and personable face to the campaign.

The rollout, timed with the 618 Shopping Festival, comes as data privacy becomes a growing focus among tech brands in China. While several companies are building up their privacy credentials, Apple’s campaign underscores its continued emphasis on integrating user-friendly privacy tools into its devices.