BEHIND THE MAC — CREATE A STORY THE WORLD'S NEVER SEEN

Short List
TitleBEHIND THE MAC — CREATE A STORY THE WORLD'S NEVER SEEN
BrandAPPLE
Product / ServiceMAC
CategoryF05. Cultural Insight
EntrantTBWA\HAKUHODO INC. Tokyo, JAPAN
Idea Creation TBWA\HAKUHODO INC. Tokyo, JAPAN
Production AOI PRO. INC. Akasaka, Tokyo, JAPAN
Production 2 NOMAD TOKYO, LLC, JAPAN

Credits

Name Company Position
Katrien De Bauw TBWA\Media Arts Lab LA Global CEO
Brent Anderson TBWA\Media Arts Lab LA Global CCO
Taro Sato TBWA\Media Arts Lab Tokyo Managing Director
Ricardo Adolfo TBWA\Media Arts Lab Tokyo Executive Creative Director
Naoto Ichikawa TBWA\Media Arts Lab Tokyo, TBWA\HAKUHODO Creative Director
Yo Kimura TBWA\Media Arts Lab Tokyo, TBWA\HAKUHODO Creative Director
Naoto Ichikawa TBWA\Media Arts Lab Tokyo, TBWA\HAKUHODO Senior Copywriter
Masahira Mizuta TBWA\Media Arts Lab Tokyo Copywriter
Masao Ishida TBWA\Media Arts Lab Tokyo Designer
Masao Sudo TBWA\Media Arts Lab Tokyo Account Director
Taiki Kazama TBWA\Media Arts Lab Tokyo Strategic Planner
Patrycja Sojka TBWA\Media Arts Lab Tokyo Strategic Planner
Yuya Mimasu TBWA\Media Arts Lab Tokyo Head of Production
Francois Lemaire TBWA\Media Arts Lab Tokyo Assistant Producer
Yuki Hamajima TBWA\Media Arts Lab Tokyo Assistant Producer
Hayato Chaki TBWA\Media Arts Lab Tokyo Producer
Yuko Kuwabara TBWA\Media Arts Lab Tokyo BA Manager
Daisuke Hijikata TBWA\Media Arts Lab Tokyo BA Manager
Claire Macaraeg TBWA\Media Arts Lab Tokyo Editing / Translation
Seiya Matsumiya Black Cat White Cat Music Supervisor
Joe Connor Black Cat White Cat Associate Music Supervisor
Josh Marcy TBWA\Media Arts Lab LA Director of Music
Sarah McMullen TBWA\Media Arts Lab LA Music Supervisor
Aron Helfet TBWA\Media Arts Lab LA Music Supervisor
Aya Nagao OMD Hakuhodo Media Planner
Rina Kimura OMD Hakuhodo Media Planner
Ayumi Dejima OMD Hakuhodo Media Planner
Kei Aota OMD Hakuhodo Senior Media Director
Shunsuke Osada Nomad TOKYO Producer
Masateru Kugishima Nomad TOKYO Producer
Ryosuke Fujimoto Nomad TOKYO Editor
David Warren Nomad LONDON Editor
Nanako Kawasaki Nomad TOKYO Assistant Editor
Toru Nakahata REDHILL Flame Artist
Shuji Aonuma REDHILL Sound Mixer
Keisuke Mizusako AOI Pro. Executive Producer
Rikiya Saito AOI Pro. Producer
Taiki Hakari AOI Pro. Production Manager
Yukina Eto AOI Pro. Production Manager

Please tell us about the cultural insight that inspired the work

In the past, anime was seen as something reserved for children and geeks. Currently, however, it has become central to the youth culture in Japan. Anime has dominated over 60% of Japan’s box office hits in the past 3 years. Students were the biggest contributors to this and they are often portrayed as the main characters in anime films and TV series. Anime directors in Japan have been creating their films with MACs and their love for the brand has been expressed in endless variations of the fruit logo, which showcase how Mac is an integral part of the creative culture in Japan. Sometimes it’s an apple with two bites, a pear or even an heart. Based on the insight that students are most often the heroes of anime films, we’ve created an OOH campaign targeting the youth where their beloved characters go through their daily adventures behind the Mac.