Just as 2014 came to a close Apple launched their latest campaign, “Start something new”. Not only is it a departure from their typical approach, focusing instead on what can be done with their products rather than on the products themselves, but it seamlessly carries the message across online and in-store channels. And the concept itself brilliantly exemplifies the brand virtues, to customers, particularly leading-edge hard-core Apple customers.
“Start something new”
Launched initially in Japan in late December, then across other international markets in early January including Canada and the U.S., the campaign features a curated collection of commissioned work from a dozen artists, from photographers to painters and illustrators. The online gallery of work showcases the various artists and the work that they created using iOS and Mac hardware and software. Meant to inspire rather than pitch the beauty of the products, the campaign also shares stories about the tools used and making of the pieces. What better way to express the essence of the Apple brand and products. As anyone in the creative industry knows, Apple, always on the cutting edge of beautiful industrial design and utility, has been the preferred tool of the trade across creative sectors from writers to graphic designers to digital artists. The creative class has always been and likely will remain their core customers. Yet, with its inspirational quality, the campaign is not completely lost on the everyday user – we do live in an era where, with the right tools and a little bit of talent, everyone can play designer or artist.
Taking it to their stores
Shortly after the on-line launch, the “Start something new” campaign was carried over to select stores in major cities, such as London, New York and Toronto – including the stores at Yorkdale Shopping Centre and Toronto Eaton Centre. Appearing as wall graphics, in place of the typical product beauty shots, the prominently displayed artwork transforms the space from store to art gallery. Not stopping there, Apple also showcases the same featured artwork as screen savers on all of their displayed devices, including the magically opening and closing IPads in the window displays. For the launch of the ‘exhibit’ at their Soho location in New York, Apple even assembled some of the artists to speak to customers about their works.
With the “Start something new” campaign, Apple has embraced our reality of living in an omni-channel world, effectively achieving continuity between their online and in-store expressions. But going beyond that, they are continuing to create experiences. In this case, an aspirational one, that relies not on one product but on the potential of the family of products. While this campaign may be lost on some average consumers, for the creatives out there and the hard-core Apple customers it’s both befitting and pure inspiration. I just wonder why they didn’t do it sooner.
