Apple and TBWA\Media Arts Lab Shanghai spotlight real Apple Watch rescue stories
In China, a growing number of people who say their lives have been impacted – sometimes saved – by Apple Watch are taking to social media to share their stories. Different situations, same sentiment: gratitude.
To amplify these real-life stories, Apple and TBWA\Media Arts Lab Shanghai launched a podcast in China featuring Apple Watch users and their experiences―anchored in potentially life-or-death moments where the device made a decisive difference.
Titled “Thankfully, I’m Wearing It” (#还好戴着它#), inspired by an emerging phrase organically used among Apple Watch users, the campaign brings together three deeply personal accounts of rescue and recovery powered by Apple Watch features such as:
Emergency SOS enables users to quickly and easily call for help, alert emergency contacts, and share their location.
Fall Detection is able to automatically detect a hard fall while you’re wearing your Watch and sound an alarm, giving you the option to contact emergency services or dismiss the alert.
Crash Detection can detect a severe car crash and help connect you to emergency services and your emergency contacts.
High/Low Heart Rate Notifications alert users when their heart rate remains above or below a chosen beats per minute (BPM) while inactive.
Hosted by Li Jing, one of China’s most trusted interviewers and an Apple Watch user herself, the series leans into candid, deeply personal conversations. Wallace recounts being found unconscious at home after Fall Detection triggered an emergency response. Yao survived a serious car accident, crediting Crash Detection for getting help to her in time. Chen shares how Low Heart Rate Notifications prompted a complete reset of her health, and her life.
Launching April 22 across digital, and social, the campaign extends Apple’s global push to turn real user experiences into the most compelling proof of product impact.
Learn more about Apple Watch health and safety features: apple.com/watch
Credits
Agency: TBWA\Media Arts Lab, Shanghai
Production Company: The Loft Films
Director: Winnie Lu
Director of Photography: Gao Yue
Editing: Full podcast―BaoJun; 5mins―Jay Wang, JiaYi Yao; 30s―Plus
Library Music: Universal Production Music