Apple iPhone 5 campaign “ Simply better” was created to introduce their new product. The idea of this campaign came from Apple’s DNA which is expressed by Steve Job’s earlier quote   “Technology alone is not enough. It’s technology married with the liberal arts, married with the humanities, that yields us the results that make our hearts sing.” 
On this campaign, we built each spot to communicate that the features of this product were not made for the sake of technology, but for making our life simply better.
Right after the launch of iPhone 5 in US market, we re-visited to create the version for other tier 1 markets including Japan.
We kept the same intention / concept of the campaign and re-created with new casts or new situation for specific market to resonate their culture and language. Below are the example for Japanese market.
Cheese JPN: 30
Orchestra JPN: 30
Party JPN: 30

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