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Apple Music | Temporal Campaigns
Role
TIFF: Concept Development, Lead Designer, Copywriting
Snap Geofilters: Concept Development, Lead Designer, Illustrator, Copywriter
Client
Apple Music
Agency
TBWA\Media Arts Lab
The Briefs
The Right Track | TIFF:
Leverage the audience influx during the Toronto International Film Festival to spread awareness of Apple Music's extensive music catalog across Toronto.
Targeted Snapchat Geofilters:
Create a series of geofilters that will deeply resonate with their target audiences, make thematic sense to promote Apple Music, and will encourage enthusiastic user adoption across the Snap platform during the temporal window.
The Right Track | TIFF
An essential rapid transit system has a stop everywhere you need it. Likewise, a dynamic streaming service provides every type of genre and artist you need—just as accessibly!
We took over Toronto's transit system for the 2016 Toronto International Film Festival with a colorful Apple Music logo transit map. Every stop was a genre or artist and the enormous scale of the trolley wraps and OOH placements was an impressive reminder of the vastness of the Apple Music catalogue. Via trolley wraps, subway station OOH takeovers, bus interiors, and targeted ads across busy transit corridors—Apple Music descended on Toronto.
Targeted Snapchat Geofilters
For Apple Music's student-targeted ad campaigns, we created a series of Snap geofilters carefully tailored to reflect specific student audiences and interests.
For Brazil’s Carnaval celebrations—vibrant gradients and tropical city-specific scenery tapped into residents' pride for their home cities and the joy of celebrating Carnaval.
For college campuses across the US and Canada—geofilters with cheeky messaging related to finals, studying fatigue, treating yourself, and making it through resonated with students taking a mental break from their studies to check in with friends on Snapchat.
Impact
• Surge of organic UGC content reposting the trolley wraps and subway maps inside the subway stations boosted overall awareness and new Apple Music memberships in Toronto.
• The Student Pricing "Final Exams Got Me Like..." geofilter was the highest-performing geofilter in the US and CAN during the month that it ran.
