China Gets Behind the Mac

Project Goal:

Position the Mac as the best tool available for creative minds; grow its 7% market share in personal computing.

Summary:

Competitors were fast encroaching into the creativity territory that Apple has been championing since the brand was founded. In additon, most people think that they aren't creative enough to 'deserve' a Mac. We needed to make a statement and help people see their potential to create incremental change to everyday challenges. We did that by highlighting passionate thinkers and doers in China who are creating positive change behind the Mac. An interactive, WeChat experience was bulit to inspire with stories of changemakers creating real change in inspiring, creative ways.