PRIVACY ON IPHONE

APPLE'S FIRST EVER PRIVACY CAMPAIGN

Coming out the hardware launch of iPhone XS, we wanted to shift focus to the values of iPhone, one of them being privacy. Apple had a long history of deeply caring about the privacy of their users, but it wasn't something they talked about publicly or even done marketing around. So we began from scratch to establish the principles, tone and look.

To show that privacy is binary we simplified the use of colors to black and white in our design. The product was simplified and only displayed from the back all the work, showcasing that what's on the screen is between you and your phone, not the audience. Finally, a simple adjustment turned the Apple logo into a lock:

"Apple made privacy the buzzword at CES, without showing up"

We kicked off the campaign with a simple, but giant, billboard outside the entrance of CES, the world's largest technology conference, in Las Vegas. The stunt quickly went viral and created lots of conversations around privacy.

Simple as that

A commercial making Apple's stance on who your data belongs to very simple.

The message of Apple's commitment to privacy expanded across placements around the world. A few examples below: