Apple’s new “Shot on iPhone” campaign titled “Finding Balance” which celebrates the idea of living a balanced life during Ramadan. Through this campaign, Apple hopes to educate consumers on the ways the iPhone can help them achieve a greater sense of balance between social relationships and spiritual connection during Ramadan.
“Finding Balance” was shot on the iPhone XS by Ola Allouz and Mansour Al Sofi from the UAE and Saudi Arabia respectively. It shows how consumers can make use of iPhone features such as the Health app and “Do Not Disturb” function to balance their own lives. TBWA\Media Arts Lab was involved in the campaign.
Apple started the year with its #ShotOniPhone challenge to promote the camera capabilities on its phones by encouraging users to submit creative photographs through Instagram and Twitter using the hashtag. In March, it was revealed that Singaporean photographer, Darren Soh, was one of the 10 winners whose winning shots will be featured in billboards in selected cities, Apple retail stores and online.
Meanwhile, Lee Clow, the ad veteran behind Apple’s iconic ads, retired in February this year. He was TBWA\’s global director of media arts and chairman and founder of TBWA\Media Arts Lab. The agency was founded in 2006 to serve Apple and to embody Clow’s vision of an agency that impacts culture, rather than just “make ads”.