Apple may no longer be the untouchable reference in advertising in the world the way it was at the time of "Think Different" and the memorable campaigns for the iMac, but it still stands out in this regard.
After winning an AICP award last week, Ma took two more awards to Cupertino today at the largest advertising and creativity festival in the world Cannes Lions, held in France.
In the ?Music? category, Ma took the Grand Prix (which corresponds to the maximum award) for the HomePod commercial "Welcome Home", directed by Spike Jonze and starring English musician FKA Twigs, the honor was shared with the music video "Smile", from Jay-Z, who took a similar trophy home.
The president of the jury, Lori Feldman (executive at Warner Bros. Records), classified the Apple commercial as an ?extremely complex to execute? production, adding that the technique employed was impeccable and that ?the brand is at the center of action in it's a simple and unique way. just one sentence being said to HomePod that it changes her whole world ?.
The other Grand Prix billed by Ma was in the ?Brand Experience and Activation? category; in this case, the honor was assigned initiative Today at Apple, which combines an educational experience with recreational activities in the company's stores to transform the spaces into "meeting points of the city", in addition, reinforced by retail chief Angela Ahrendts, in an interview at the festival.
The president of the jury, Rob Reilly (executive of the advertising agency McCann Worldgroup), explained the decision stating that ?in a time when retail is dying, this brand is discovering how to be meaningful in people's lives today and, I believe, for others 100 years". Reilly said that Apple stopped making only magic products to build important and magical experiences as well.
You can pop the champagne, Cupertino. ?