Unlocking Imagination

This should be obvious. Then again, I see a lot of shiny objects masquerading as insightful marketing. Fortunately, the trailblazing brands all get it. Nike gets it. Yeti gets it. Red Bull Gets it. In this example (and so many others), Apple gets it.

Ok, saying Apple gets it is the obvious part. Nonetheless, Apple proves yet again that it’s not about the tech - the actual hardware inside an iPhone. It’s all about you. It’s about the power of imagination and unleashing the creativity inside you. For far too many, it’s been locked away. Blocked off by the shadows of adulthood. A world where boardrooms have replaced playgrounds. Where information towers over imagination.

That’s why the iPhone isn’t positioned as a best-selling technological marvel. It’s a key. One that helps you unlock the childlike imagination that’s been hiding inside you. The imagination that’s been smothered under the guise of professionalism.

Apple’s “Shot on iPhone” short film series is a splendid example of branded content done right. Their latest installment, Huracán Ramírez vs. La Piñata Enchilada, effortlessly reminds us that the power of storytelling is infinitely more compelling than a list of product features.

Show me how your product features unfold into human benefits.

Show, don’t tell. Your audience doesn’t want to hear it, they want to feel it.

Huracán Ramírez vs. La Piñata Enchilada was filmed (on an iPhone) entirely in Mexico—the first Apple film produced there. Directed by Los Pérez, it exemplifies imagination and furthers Apple’s commitment to creating authentic content for specific markets.

It’s imagination that captures cultural relevance. Imagination for one. Imagination for all.

Apple: Huracán Ramírez vs. La Piñata Enchilada

Agency: TBWA\Media Arts Lab LATAM