By Shailendra Singh Rao, founder, Creduce
Why the campaign rocks:
Apple’s Mother Nature ad has boldly taken its time telling a compelling story where each minute is captivating and meaningful, showcasing its environmental commitments. It holds the viewer’s mind and heart. Using humour and drama, Apple not only churns out its achievements but also shows that the brand is not only human but also conscious. The campaign extends beyond superficial greenwashing practices. The provision of concrete data and quantifiable objectives aids consumers in comprehending Apple’s role in fostering a sustainable future. This prompts them to contemplate their role in contributing to the resolution.
The experience takes us above data and achievement and thus takes Apple out of the reports and gives it a human touch. Further, if you notice, Mother Nature is African American, which is also a great thumbs up to inclusivity and gender parity. Not to mention the subtle message that those are the regions that are the most hit by climate change, global warming, and related destruction. This also demonstrates Apple’s understanding of the conversations on equality and race.
- Campaign: iPhone’s Mother Nature Ad
- Agency: In-house by Apple
- Brand: Apple
— As told to Akanksha Nagar