Gold
Branded Content
Scripted Short Film
| Entrant: | TBWA\Media Arts Lab, Shanghai |
| Brand: | Apple |
| Title: | "Shot on iPhone - Little Garlic Chinese New Year" |
| Corporate Name of Sponsoring Client: | Apple |
| Media Company: | OMD, Shanghai |
| Agency: | TBWA\Media Arts Lab, Shanghai |
| Agency Chief Executive Officer: | Katrien De Bauw |
| Global Chief Creative Officer: | Brent Anderson |
| Executive Creative Director: | Kienhoe Ong |
| Group Creative Director: | Ewan Yap |
| Creative Director - Art: | Darren Leong |
| Creative Director - Copy: | Joey Chung |
| Associate Creative Directors: | Carrol Shen/Wei Zhang |
| Art Director: | Evelyn Yuan |
| Agency Print Producer: | Joel Ng |
| Agency Head of Production: | Brian O'Rourke |
| Agency Executive Producers: | Cristiana Ladki Williams/Phoebe Fan |
| Agency Senior Producer: | Danielle Watchman |
| Agency Producers: | Ah Fung/Jackie Liang |
| Agency Digital Producers: | Angela Liu/Infer Liu |
| Agency Music Producers: | Josh Marcy/Kurt Cheng |
| Agency Chief Digital Officer: | Beth Keamy |
| Agency Project Managers: | Keng Wong/Yuki Shen |
| Agency Managing Director: | Kara Yang |
| Agency Account Executives: | Jennie Li/Irene Wang |
| Agency Account Supervisors: | Janice Geng/Scarlett Wang |
| Agency Account Director: | Oliver Lin |
| Agency Account Manager: | Erin Dou |
| Agency Planning Director: | Chris Kirkup |
| Agency Planner: | Michael Tien |
| Digital Company: | Begrizzlee, Shanghai |
| Digital Producers: | Lydia Lien/Izzy Ye/Yolanda Li/Junling Li/Lex Li |
| Digital Designer: | Cyrine Chen |
| Production Companies: | RadicalMedia, Shanghai/RadicalMedia, Los Angeles |
| Director: | Marc Webb |
| Executive Producers: | Frank Scherma/Chris Tsao |
| Producers: | Susan Agostinelli/Patty Tsai |
| Line Producers: | Li Chun Hui/Zhang Yu Hao |
| Production Designer: | Li An Ran |
| Post-Production Company: | The Mill Shangai, Shanghai |
| Executive Post-Producer: | Avril He |
| Post-Producers: | Iris Zhang/Abby Cheng/Ciei Chen |
| Color Company: | TRAFIK |
| Colorist: | Ricky Gausis |
| Sound Design Company: | CODA, Shanghai |
| Sound Designer: | Mark Larry |
| Sound Engineer: | Zoe Zai |
Description:
Apple is not afraid to shine a light on the possible negative impact of technology on humanity, and to invite us all to be mindful of the messages we receive, often on the iPhone itself.
In China, social media has contributed to the rise of its most insecure generation in recent history. With rampant rates of anxiety and youth unemployment, China’s young people are statistically more insecure about themselves and their futures than ever. Amidst this vexing storm, the country’s influencer-heavy digital culture promotes unattainable beauty standards and idealized lifestyles that only add fuel to the fire.
As social media was pushing an insecure generation to the brink, Apple, the world’s biggest technology brand, launched a Chinese New Year film with a simple but provocative message: “you are enough.”
Shot entirely on iPhone, “Little Garlic” was a call for inner confidence to triumph over technology’s potential bad influence.
This was a bold proposition for any tech brand, let alone a foreign tech brand in China, where drawing attention to social issues risks government censorship and consumer sentiment has frequently turned hostile to foreign brands.