Relax, it’s iPhone.
Media: TV/Digital
My role:Group Creative Director
Apple/Cr: Alan Buchanan, Brooks Jackson, Simon Cenamor, Ray Chan, Ben Carter, Diego Cardoso de Oliveira, Caio Ciannella /Prod: Alison McMahon/Dir: Kim Gehrig/Somesuch
This is iPhone’s first proper brand campaign. Previous to this every model of iPhone got marketed in its own specific way, but this campaign sought to express what is true for all iPhones. ‘Relax, it’s iPhone’ was built on the insight that what truly distinguishes iPhone is the amount of confidence owners place in them. They trust them to work beautifully and make their lives easier. This campaign can talk about any model and any feature, but with a single organizing thought. This is still running today. Below are examples of both TV films and gifs for social.