Apple’s back-to-school work byTBWA\Media Arts Lab for Mac goes to India, where it “speaks” in youth language – a fast-cut montage video underlined by a popular rap song – and shows its support for the dreamers, the young people working hard to reach their goals.
The new Mac campaign by TBWA\Media Arts Lab APAC (India), Work is worth it, underlines the truth that sincere effort, no matter how big or small, never goes unrewarded.
It’s an encouraging campaign housed in a rap music-style video that captures the incredible tenacity of students who strive for greatness despite the rigours of college life. By rewarding students, Apple hopes to gain its own rewards, presenting mac as the ultimate tool for them. Beneath the rapid-fire sequences are glimpses of Mac’s capabilities – faster coding to powering through projects, Mac, and the power of Apple silicon, all-day battery life and a portable design – that help students to take on the tough workloads that challenge them.
The film was shot on iPhone and edited on Mac and is set across several universities in India to depict the student experience authentically.
Work is worth it will run through summer during back to school in India, appearing on OTT, digital pre-rolls & social media.
Credits:
Agency: TBWA\Media Arts Lab APAC (India)
Director: Mackenzie Sheppard
Director of Photography: Jeremy Snell
Music: 170cm by Paal Dabba
