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SUB CATEGORY :
FICTION & NON-FICTION FILM: 5-30 MINUTES
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COMPANY ENTERING :
MEDIA ARTS LAB, SHANGHAI
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TITLE :
SHOT ON IPHONE 14 PRO -
THROUGH THE FIVE PASSES
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BRAND :
APPLE
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ADVERTISER :
APPLE
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AGENCY :
TBWA\MEDIA ARTS LAB, SHANGHAI
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MANAGING DIRECTOR :
KARA YANG
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CHIEF CREATIVE OFFICER :
BRENT ANDERSON
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EXECUTIVE CREATIVE DIRECTOR :
ALFRED WONG/BRIAN MA/KIENHOE ONG
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CREATIVE DIRECTOR :
EWAN YAP
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ART DIRECTOR :
DARREN LEONG/CARROL SHEN/KIM LIU
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COPYWRITER :
JOEY CHUNG/ASER CAO
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EXECUTIVE PRODUCER :
BRIAN O’ROURKE/CRISTIANA LADKI WILLIAMS/PHOEBE FAN
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CLIENT SERVICE DIRECTOR :
EMILY GALE
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ACCOUNT DIRECTOR :
OLIVER LIN
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ACCOUNT MANAGER :
JANICE GENG
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ACCOUNT EXECUTIVE :
ROFFY LI/VIVI XU
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STRATEGIC PLANNING DIRECTOR :
CHRIS KIRKUP
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STRATEGIC PLANNER :
MICHAEL TIEN
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MEDIA AGENCY :
OMD SHANGHAI, SHANGHAI
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MEDIA PLANNING DIRECTOR :
JEZZEBEL GU/TOFFEE YIN
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MEDIA PLANNING MANAGER :
CHRIS HU
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MEDIA PLANNER :
WINNIE WU
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STRATEGIC PLANNING DIRECTOR :
TERRY LU
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DIRECTOR :
PENG FEI
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CINEMATOGRAPHER :
LUO DONG
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EXECUTIVE PRODUCER :
KEN YAP
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FILM PRODUCER :
FENG ZHE
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PRODUCTION MANAGER :
WANG WEI
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PRODUCTION DESIGNER :
LIU QING
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EDITOR :
KONG JIN LEI/KANG KANG/NG KOK KEAT
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COLORIST :
RICKY GAUSIS
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SOUND DESIGNER :
MARK LARRY/ZOE ZAI
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COMPOSER :
VARQA BUEHRER
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CAMPAIGN SUMMARY :
Chinese Opera is a key part of Chinese New Year traditions, tracing back to the first dynasty of Imperial China. The majestic art form of musical theatre has since been supplanted by ever-changing modern entertainment. This year, the ambition for Apple’s annual CNY film is to reinvigorate the ancient art form with a movie-grade quality captured entirely with the latest iPhone 14 Pro.
Through the Five Passes is a coming-of-age story about a young opera practitioner who goes against all odds to give the performance of a lifetime, even if just for a mere five minutes. Based on a renowned Chinese Opera story, the title itself is a famous expression that embodies a powerful spirit to do whatever it takes to overcome adversity. The story celebrates the spirit of resilience, particularly following the turbulent year of 2022, when people pushed through despite the constant uncertainty of China’s Covid policies.
The film was created in partnership with award-winning director Peng Fei, who hails from a Chinese Opera family himself. With memories of his mother being forced to abandon her own opera career to make ends meet, Peng’s personal touch delivers an authentically poignant film that is a testament to the uniquely Chinese association of a lifetime of commitment through which every opera practitioner endures.
The intricate beauty of Chinese Opera gave us the perfect stage to demonstrate the latest iPhone features. From its rich colors to dazzling choreography, our goal was to create a visual spectacle, one that pushes the iPhone’s boundaries to reinvigorate this fading art form and leave a powerful message that will resonate with our audience: As long as we persist, we, too, can overcome the obstacles, no matter what life throws at us.
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CREATIVITY/IDEA/INSIGHT :
In the 6th year of Apple's Shot on iPhone Chinese New Year campaign, we continue to highlight the iPhone's movie-grade camera capabilities to consumers, but maintaining top-of-mind awareness during the noisy holiday season was challenging. As a foreign brand, we needed to build cultural relevance in a sensitive climate, as geopolitical tensions sparked a surge of nationalism in China.
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STRATEGY :
Camera is an important driver for smartphone purchase in China. CNY SOiP is a key platform to reinforce iPhone’s superiority over the competition by showing off iPhone’s filmmaking capabilities in an entertaining and engaging way.
We therefore needed a story that not only resonated with our audience, but also produce imagery that would demonstrate the best of iPhone’s camera.
Chinese Opera gave us the perfect stage to do that. Its rich colors, dazzling choreography, and intricate detail created a visual spectacle to push the limits of iPhone. Moreover, opera’s position as a fading artwork armed us with a powerful story that resonated widely: As long as we persist, we, too, can overcome the obstacles, no matter what life throws at us.
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EXECUTION :
Our campaign launched on January 13th, with key paid media staying live for 14 days.
The first wave launched our film on paid media across TVO, pre-roll, Oneshot, Opening Page, Mastheads, Maxview, Weibo 1st in-feed, and app opening pages. It also ran across national TV, satellite stations and cinemas.
The second wave began on January 18th, which pushed our Teach and Making of content across paid media. These clips revealed the ingenious ways the iPhone was used in our film.
All of our paid media assets drove people to customized campaign pages on various media platforms. Once there, viewers could watch the main film and behind the scenes in long form. Additionally, people could click to learn more about iPhone and its camera capabilities on Apple’s official site.
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RESULT :
The main film and BTS generated 470 million views, a new record for viewership. The campaign drove 125 million clicks through to Apple’s online store, over four times the traffic from the previous year. Audiences exposed to the campaign showed higher understanding of iPhone’s key features, plus increased purchase consideration and affinity for iPhone. 82% of non-iPhone owners reported strong consideration for iPhone as their next smartphone. Exposed audiences were more motivated to shoot with iPhone and improve their own filmmaking skills. Post campaign tracking also showed that 92% of adults surveyed agreed that Apple understands Chinese culture.
Through the Five Passes garnered positive reaction from industry and entertainment media, as well as the public. Many critics praised the film’s theme of resilience, remarking that it struck the right tone after a difficult 2022 for the country and its people.
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