Title | The Bucket |
Agency | TBWA\Media Arts Lab |
Campaign | The Bucket |
Advertiser | Apple |
Brand | Apple |
Posted | October 2019 |
Business Sector | Computers, PDAs & Calculators |
Story | A celebration of parents’ love through the lens of iPhone.Directed by China’s beloved Jia Zhangke, shot entirely on iPhone XS, this is a story about a young man’s journey back to the city after the CNY celebrations come to an end.While other brands tackle the arrival of a CNY reunion, this emotional film focuses on the departure and the mixed feelings surrounding that moment: excitement for the return to the city; guilt for leaving their parent(s) behind.The bucket of eggs represents something so common yet fragile, and the addition of sand is a touch that’s easily taken for granted—just like a mother’s love.The film aimed to inspire viewers to treasure and celebrate their parents’ love by way of food care packages and showcasing it on social media. |
Media Type | Digital |
Length | |
Media Agency | OMD Shanghai |
Chief Creative Officer | Brent Anderson |
Group Creative Director | JD Jurentkuff |
Creative Director | Stephen Kong |
Creative Director | David Seah |
Associate Creative Director | Joey Chung |
Senior Art Director | Gina Wang |
Senior Art Director | Alpher Xian |
Associate Creative Director | Jet Aw |
Associate Creative Director | Ewan Yap |
Associate Creative Director | Amber Qian |
Designer | Carrol Shen |
Junior Art Director | Juan Zhang |
Designer | Junyu Deng |