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Reading: Apple Reveals “The Greatest” Campaign Featuring People With Disabilities In Creative And Leadership Positions
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B&T > Campaigns > Apple Reveals “The Greatest” Campaign Featuring People With Disabilities In Creative And Leadership Positions
Campaigns

Apple Reveals “The Greatest” Campaign Featuring People With Disabilities In Creative And Leadership Positions

Staff Writers
Published on: 1st December 2022 at 11:11 AM
Staff Writers
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Apple has launched “The Greatest” a new campaign created by its in-house team based in London, showcasing people with disabilities thriving and using the company’s tech.

The two-minute film is designed to raise awareness on the International Day of Persons with Disabilities on 3 December.

Apple described the campaign as “a celebration of adaptive skill and empowerment in everyday moments, often enabled by Apple technology” and was made in partnership and feedback of the disability community, both in front of and behind the camera.” It explained that the cast worked with the tech company on how they have been portrayed in the film.

https://www.youtube.com/watch?v=c2UF26YpPFg&t=135s&ab_channel=AppleUK

There is also a version of the film with audio descriptions to help those with visual impairments and a version with closed captions for the deaf and hard of hearing.

The film was directed by Kim Gehrig via Somesuch. OMD is Apple’s media planning and buying partner.

The music that plays over the ad is I Am The Greatest and uses lyrics derived from the speeches of Muhammad Ali. The track is performed by Marliya Choir, an all-female, all-indigenous Australian musical collective.

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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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