Germany has always been a tricky market, with an audience overly cautious about large companies and overindexes on privacy and environmental impact. The good news is that these are core principles and benefits of Apple and its products.

The campaign highlights Apple’s unique and often overlooked commitments to privacy, sustainability, and innovation. After carving out aspects and use cases that show all this, we developed a series of carefully crafted, eye-catching, and instantly '“Apple” animations.

Based on its success, the campaign, initially conceived as German-only, was localized to other European markets. Additionally, Tim Cook gave the integrated campaign two thumbs up—possibly even an applause emoji.