‘This Is A True Story’: Apple Campaign Saves Australian Hearts

‘This Is A True Story’: Apple Campaign Saves Australian Hearts
B&T Magazine
Edited by B&T Magazine



Apple’s new Australian campaign hits home with true stories of the life-saving health features the Apple watch offers.

Apple has recently released a new emotion-fuelled campaign for Australian audiences via TBWA\Media Arts Lab Sydney. The feature films reflect Apple’s direction toward emotive marketing, providing audiences with real-life examples when the Apple Watches health features have saved lives.

The campaign feature films follow typical Australians Bruce and Lexie, who share their personal stories of turmoil and how their trusty Apple Watches have saved them in unforeseen circumstances.

The emphasis behind the campaign is to inform audiences of the health and safety features available on the Apple Watch, including Fall Detection and Low Heart Rate Notification.

The film titled ‘Bruce and the Roo’ follows Bruce Mildenhall on his solo cycling route in the Macedon Ranges Victoria when he was unexpectedly hit by a kangaroo.

His Apple watch enabled the Fall Detection feature an called emergency services and shared his location, notifying his wife while he was unresponsive. The film has a happy ending with Bruce reunited with his wife and bike signalling the saviour as Bruce’s Apple Watch.

Lexie Northcott’s story would alarm many Australians, she discovers she has a low heart rate from the Apple Watch notifications she would continue to receive. Lexie pined it down to her active lifestyle and general fitness taking it as a positive sign but saw a doctor due to the persistent notifications.

Lexi was then made aware of a serious heart blockage, leading to emergency surgery for the instalment of a pacemaker. The film’s ending shows Lexi and her mum hiking through the Australian bush, all thanks to her Apple Watch.

The campaign will appear across a broad channel of media, including TV, TVO, cinema, online video, and digital and social media.

Production Credits:

Agency: TBWA\Media Arts Lab, Sydney
Production Company: Collider
Director: John Hillcoat
Music: MassiveMusic
Artist: Eee Gee




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