2007 GRAND

COMPUTER HARDWARE

APPLE MAC,APPLE INC.

Steve Jobs, CEO
Allison Johnson, VP - WW Mktg. Communications
Jeff Whipps, Sr. Dir. - Europe Mktg. Communications
Tamara Whiteside, Sr. WW Advertising Mgr.
Sissie Twiggs, Sr. WW Advertising Mgr.

MEDIA ARTS LAB\TBWA

Lee Clow, Chairman and WW Chief Creative Officer
James Vincent, President - Media Arts Lab
Duncan Milner, Creative Dir.
Eric Grunbaum, Creative Dir.
Elena Hale, Head of Planning
Danielle Krettek, Sr. Planner
Meghann Haven, Account Supervisor
Barton Corley, ACD/Copywriter
Scott Trattner, Sr. Art Dir.
Jason Sperling, Sr. Copywriter
Leslie Freeman, Management Supervisor
Cheryl Childers, Executive Producer
Mike Refuerzo, Sr. Producer
Alex Moulle-Berteaux, Global Account Dir.

OMD

Amy Stettler, Client Communications Dir.

Despite iPod's staggering success, Mac remained a niche player in the computer market. In January 2006, the new Intel-based Macs were an opportunity to make Mac as culturally relevant as iPod, but Mac didn't translate to the PC world. The idea: compare the easy, fun Mac experience with PC's frustrating complications. The 'Get a Mac' campaign personified each and the result was magic. A simple, charming metaphor with all the reasons to get a Mac. Market share grew by 42%, Apple had record sales and the campaign was culturally influential.