The watch that lets you run to music without carrying a phone, make phone calls, get texts…and see how your fitness promises are going – or not, has some features that can be life-saving.

TBWA\Media Arts Lab Sydney is making Apple Watch’s Fall Detection and Low Heart Rate Notifications personal with two real life Australian stories.

Bruce Mildenhall was riding his bicycle in the Macedon Ranges, Victoria, when he was hit by a kangaroo. His Apple Watch detected the hard fall, and Fall Detection was activated. While Bruce lay unresponsive on the ground, his Apple Watch called and shared his location with emergency services and notified his wife.

Lexie Northcott and her mum, Karla, both live an active lifestyle and enjoy hiking in the mountains in Australia together. Apple Watch started notifying Lexie about a low heart rate throughout the day. Lexis dismissed it at first as a sign of being fit. Eventually, she went to get her heart checked out by a health professional. Doctors were able to identify a serious heart block in Lexie’s heart, leading to emergency surgery to have a pacemaker installed. 

The campaign is running on TV/TVO, cinema, online video, digital & social media.

Credits: 
Agency: TBWA\Media Arts Lab Sydney
Production Company: Collider 
Director: John Hillcoat
Music: MassiveMusic
Artist: Eee Gee