Apple — Macro on iPhone

Captured up close, even the most humdrum of objects is revealed to be a cosmos of its own.

That’s the power of Macro on iPhone.

We kicked off the campaign with OOH billboards in premium locations featuring intriguing macro scenes.

We then took over Apple's IG for a full week, featuring creators like Macrofying, Jason Nocito, and Jake Michaels.

They shared tutorials, BTS videos, and interactive games challenging viewers to guess what they were seeing

To end the campaign, we launched the iPhone Macro Challenge, a global photo contest promoted by Apple.

Using #MacroChallenge, anyone could submit their photos. A panel of expert judges selected 10 winners from a diverse range of photographers across the world.

Their work was displayed on apple.com, on Apple's Instagram, and on billboards in selected cities.

Results

We exceeded all KPIs. Our average social post reached 85% above our benchmark and our Macro challenge became the most active @apple contest ever.

The campaign gained a lot of earned media all across the world, and even a shout from TC himself.