CREATIVE BRIEF-
Apple Advertisements
September 2023
These advertisements are a mock-up of a potential campaign for Apple, utilizing their old designs as wallpapers on current operating systems. The campaign hinges on loyal users’ memories of past Apple wallpapers. The simplistic layout reflects Apple’s current style of advertising.
What is the brand/product/service's background?
Apple has been a titan in its industry for a long time, and over that reign, they have accrued a gigantic fanbase of consumers who are dependent on the Apple ecosystem. With each new system update, Apple is known for releasing custom wallpapers and backgrounds that compliment that IOS platform the device is on. After devices update to newer operating systems, these old images get removed from their devices.
Who is the competition? What threats are there?
There isn’t exactly a direct competitor in this campaign. The goal is more so to reward long-time Apple users for their loyalty by providing them with a walk down memory lane.
Why are we advertising? What are we trying to accomplish?
We are advertising to announce the return of retro Apple screensavers and their availability to the public. The goal is to increase awareness of these background’s availability.
Who are we talking to?
The primary audience for this campaign is long-time Apple customers who remember the older IOS platforms, and the screensavers that accompanied them.
What do they currently think? What do we need to overcome?
They currently believe that they don’t have access to these images anymore, at least directly through Apple. We want them to have access to them again and to want to use these screensavers again.
What do we want them to think? What problem will be solved?
There isn’t necessarily a problem being solved with this campaign, but it is more an effort to increase brand loyalty and to encourage consumers to stick around for longer.
What is the single most persuasive idea?
The main idea behind this campaign is the idea that Apple has grown with you. As you have grown and evolved, so has Apple. But, just because growth has happened, doesn’t mean that the past must be forgotten, it should instead be reminisced on.
Why should they believe it? Is there a tone that might help? What is the psychological, social, categorical, or cultural tension associated with this idea?
The belief we are trying to get across in this campaign is the idea that these old screensavers will bring back memories for users, and hopefully spark some joy in the process.