TBWA\Media Arts Lab’s latest work shows real stories of Apple Watch saving lives

TBWA Media Arts Lab's latest work shows real stories of Apple Watch saving lives

Bruce Mildenhall and Lexie Northcott share how Apple Watch’s features saved them in unexpected situations.

Apple has unveiled its latest campaign via its dedicated creative agency TBWA\Media Arts Lab Sydney, depicting real-life, distinctly Australian narratives to underscore the potential life-saving capabilities of the Apple Watch.

Through a series of films, individuals Bruce and Lexie share personal accounts detailing how the Fall Detection and Low Heart Rate Notifications functionalities of the Apple Watch came to their aid during unforeseen circumstances.

Bruce Mildenhall was cycling solo in the Macedon Ranges, Victoria, when a kangaroo collided with him. His Apple Watch sensed the impact and activated Fall Detection.

Despite Bruce being unresponsive, the watch automatically contacted emergency services, shared his location, and notified his wife. Bruce appreciates the timely response of his Apple Watch during the critical situation.

Lexie Northcott and her mother, Karla, lead active lives and frequently hike together in the Australian mountains. Lexie began receiving notifications from her Apple Watch indicating a low heart rate during the day. Initially attributing it to her fitness level, she eventually sought medical advice.

Doctors diagnosed a severe heart block, necessitating emergency surgery to implant a pacemaker. Karla credits the vital role of the Apple Watch in potentially saving her daughter’s life.

The campaign is set to be rolled out across platforms including TV, cinema, online video, digital, and social.

The Apple Watch campaign comes on the heels of TBWA\Media Arts Lab Sydney’s recent release of a behind-the-scenes video showcasing USHER’s Apple Music Super Bowl LVIII Halftime Show. This production, filmed entirely using iPhones as part of the Shot on iPhone’ brand platform, marked the first instance of an Apple Music Super Bowl Halftime Show being recorded solely with iPhones.

Apple’s increased focus on promoting brand films across the Asia Pacific (APAC) region since the beginning of the year appears to be a response to declining smartphone sales.

In January, Apple rolled out a series of brand films in key APAC markets through TBWA\Media Arts Lab, aiming to counteract dwindling sales and highlight its latest iPhone 15 model.

The APAC region is home to some of the world’s largest smartphone markets, boasting high mobile penetration rates. In Australia, approximately 85% of the population uses smartphones, with Apple holding nearly half of the market share at 45%, closely followed by Samsung at 31%.

Despite this, there was a significant decline in mobile phone sales last year, estimated at around minus 11%. iPhone sales also experienced a downturn of about 4%, according to Gartner as reported in the Australian Financial Review.

See also: Apple ramps up “Shot on iPhone” brand push with Usher’s Super Bowl Halftime Show via TBWA\Media Arts Lab

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

Top Image: Bruce Mildenhall

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