“Choose Active” is the latest Apple Watch campaign from Apple Japan via TBWA\Media Arts Lab Tokyo which personifying the daily nudges and motivations the Watch provides to help its users stick to healthier habits.
Following the day of three characters in Tokyo, from morning until night, the film campaign takes us on a journey where every time someone is confronted with two choices, the hand wearing the Apple Watch pulls them towards the active path.
The fast pace, raw look and feel of the films is boasted by the energy of the new song “200” by Kumo 99, debuting together with the campaign.
Expanding on the concept successfully introduced in 2019, the new campaign showcases the new Apple Watch Series 6, and highlights some of the most iconic features like Sleep, Activity Rings, and Workout.
The campaign, launched on the 1st of June, will run on broadcast TV and across digital platforms, including Twitter, TikTok and YouTube, and shows how the Apple Watch can really support daily health maintenance.
Agency: TBWA\Media Arts Lab Tokyo
Music: KUMO 99 / 200