PRIVACY ON IPHONE

APPLE'S FIRST EVER PRIVACY CAMPAIGN

Coming out the hardware launch of iPhone XS, we wanted to shift focus to the values of iPhone, one of them being privacy. Apple had a long history of deeply caring about the privacy of their users, but it wasn't something they talked about publicly or even done marketing around. So we began from scratch to establish the principles, tone and look.

Black-Phone

To show that privacy is binary we simplified the use of colors to black and white in our design. The product was simplified and only displayed from the back all the work, showcasing that what's on the screen is between you and your phone, not the audience. Finally, a simple adjustment turned the Apple logo into a lock:

"Apple made privacy the buzzword at CES, without showing up"

We kicked off the campaign with a simple, but giant, billboard outside the entrance of CES, the world's largest technology conference, in Las Vegas. The stunt quickly went viral and created lots of conversations around privacy.

CES_Hero_FInalApproved

Simple as that

A commercial making Apple's stance on who your data belongs to very simple.

The message of Apple's commitment to privacy expanded across placements around the world. A few examples below:

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Privacy-OOH8
Privacy-OOH6
Privacy-OOH7

Selected Works

Wish for the extraordinaryMeta Quest | Holiday

Billie EilishMeta Quest | Beat Saber

Welcome Home | HomePod

Play For RealMeta Quest | Quest 2 launch

Bounce | AirPods

Make Someone's Holiday | Holiday

Notes | Music

Privacy matter | iPhone

Roll | Music + Watch

Bulbs | MacBook

Wonderful Tools | Keynote

It's here | iPhone X

#SonosTheAwardsSonos | Grammys

EmberCall of Duty | Black Ops III

Battery Life | iPhone XR

Don't Fight. Switch.Windows Phone

iPhone XS Launch | iPhone

The invitationXbox One

Float | iPad Launch

QWERTYApple | Macbook