Apple’s advertising campaigns continue to receive industry praise (and awards!); this time, Apple productions were recognized in dozens of categories in the Design and Art Direction (D&AD) Awards.
This year’s award was canceled due to the new Coronavirus pandemic (COVID-19); instead, the organization held a virtual ceremony in which it announced the winners of its characteristic pencil-shaped awards.
In the case of Apple, three commercials and an animated production were honored by the institution: «Bounce», which highlights AirPods; «The Underdogs», which has the participation of several gadgets; «Hermitage», the short (yes, I was ironic) commercial that shows the camera and battery capacity of the iPhone 11 Pro; and, finally, the animation “Wonderful tools”.
The campaign «Bounce», from the AirPods, took home two yellow pencils and three graphite pencils. The video, created by TBWA / Media Arts Lab, follows the morning path at least unusual for a man. This commercial also won this year’s ADC Awards.
“Apple at Work – The Underdogs”
The short «The Underdogs» won a yellow pencil and two wooden ones. The video follows a (fictional) group of Apple workers who use a variety of gadgets to create a project: a round pizza box (which is real and has been patented). The commercial was produced by Smuggler and directed by Mark Molloy.
Apple’s bold 5h19min28s commercial, «Hermitage», took home a graphite pencil. As «Bounce», the piece discloses the capacity of the camera and battery (after all, all of this was recorded in one take) of the iPhone 11 Pro; it was produced by TBWA / Media Arts Lab and recorded at the namesake museum, located in Russia.
“Incredible tools” (“Wonderful tools”)
Finally, the keynote opening video made in September last year, “Wonderful tools”, which shows how Apple products have evolved over the years, was also honored by the institution with a graphite pencil.
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Which of the above commercials is your favorite? Comment below!