Tag: TBWA\Media Arts Lab Tokyo

Japan – Apple Japan, in partnership with TBWA\Media Arts Lab Tokyo, has launched a new campaign spotlighting the true story of Masahiro Suzuki, a heavy metal fan whose Apple Watch detected irregular heart rhythms—prompting life-saving medical intervention.

Titled ‘Suzuki-san’s Heart Story’, the 30-second film reenacts how Suzuki received atrial fibrillation alerts during a cycling workout, leading him to seek medical help before a serious cardiac emergency.

Suzuki was first notified of an irregular rhythm on his Apple Watch and later observed unusually high heart rates during exercise. Two follow-up ECG readings indicated signs of atrial fibrillation, prompting him to consult a doctor and undergo surgery.

The campaign features music by ASTERISM, a three-piece heavy metal band from Fukuoka and one of Suzuki’s favourites, who performed for the live concert scene and scored the film.

An additional campaign asset includes a real LINE messenger exchange, further grounding the story in Suzuki’s lived experience.

The campaign rolls out June 12, 2025 (PST) across TV, online, digital, and social platforms. It continues Apple’s global series spotlighting real-life accounts of how Apple Watch’s health features have contributed to early detection and intervention.

Japan – Apple, in partnership with TBWA\Media Arts Lab Tokyo, has unveiled its latest campaign celebrating the remarkable creativity and innovation of Japanese university students, spotlighting their achievements through dynamic extracurricular groups.

Titled ‘Mac for Students’, Apple’s campaign celebrates the ingenuity and innovation thriving within Japan’s university extracurricular groups, known as “circles.” These student-led teams are breaking new ground in fields such as hybrid rocket engineering, stop-motion animation, game development, and sports analytics.

The campaign showcases how Mac and iPhone empower students to bring bold ideas to life and collaborate creatively. Whether mastering engineering with Fusion 360, crafting art with Adobe Creative Suite, or analysing sports with SPLYZA Teams, Apple’s new campaign spotlights Mac as the ultimate tool for innovation across disciplines.

Directed by Koichi Tokuhira, the campaign spotlights four university circles: SARD from Muroran Institute of Technology (Hybrid Rocket Engineering), studioJACA from Tama Art University (Stop-Motion Animation), freshmeeeeeeen from Osaka Electro-Communication University (Game Development), and ULTIMATES, the Women’s Lacrosse Team from Rikkyo University (Sports Analytics).

The campaign features students sharing their stories, showcasing how they achieved groundbreaking work with Mac. It debuts on January 2 during the Hakone Ekiden broadcast, a historic New Year’s marathon relay symbolising the teamwork and determination that