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iPad Pro
iPad Pro - What's a Computer?

RAN IN:

CLIENT
Apple Inc.

AGENCY
TBWA\Media Arts Lab *Lead Agency


OMD


SUMMARY

PCs are an entrenched symbol of productivity—we assume that if we want do “real work,” we need a laptop or a desktop. Definitely not a tablet. That was the challenge iPad Pro—a new kind of computer—faced. 
Inspired by a generation without PC bias—who see computing in a completely different light—we set out to challenge the computing beliefs the rest of us take for granted. 
Positioning PCs in the past, we forced people to question their own PC bias, provoking a global debate that drove search, sentiment, awareness and sales. 

CASE VIDEO


Audience: iPhone-owning Windows laptop users

Objectives: Increase sales, volume

Type: Business to Consumer

Language: English