In Thai tradition, each day of the week is represented by a specific colour. This tradition has manifested into a daily messaging behavior. Every morning, Thais share images of flowers with greetings of optimism and well wishes with each other in the colour of the day.
Apple’s new campaign for the Thailand market, via Media Arts Lab refreshes this daily tradition through the lens of the iPhone.
The campaign, “Sawasdee to the colours of the new day”, celebrates every new day with images of Thailand, one vibrant colour each day – all shot on iPhone XS – and displayed on our devices and in our stores. The campaign goes beyond photography to highlight iPhone camera features and encourage social sharing.
Digital and social videos demonstrate iPhone XS camera features such as Live Photo, Portrait Mode, 4k video, and Slo-mo, to enable Thais to discover photography in a new light with the iPhone XS camera.