Share a Song of Love

Project Goal:

Capture the occasion and drive the love for music, and AirPods Pro, during Valentine's Day.

Summary:

On China's Valentine's Day, QiXi, declarations of love are often marked by the gifting of gifts between lovers. Apple wanted to jump on the occasion to drive more sales.

We latched onto the idea of celebrating love through the love of music with #oursong.

Most couples have a song they call their own. A tune that marked a special day, event or meaning. By highlighting the touch feature of AirPods, we told the love stories of various couples as they share their love songs of choice. And invited followers on WeChat to share their love story and song.