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Entrant: TBWA\Media Arts Lab, Shanghai
Brand: Apple
Title: "Shot on iPhone - Little Garlic Chinese New Year"
Corporate Name of Sponsoring Client: Apple
Media Company: OMD, Shanghai
Agency: TBWA\Media Arts Lab, Shanghai
Agency Chief Executive Officer: Katrien De Bauw
Global Chief Creative Officer: Brent Anderson
Executive Creative Director: Kienhoe Ong
Group Creative Director: Ewan Yap
Creative Director - Art: Darren Leong
Creative Director - Copy: Joey Chung
Associate Creative Directors: Carrol Shen/Wei Zhang
Art Director: Evelyn Yuan
Agency Print Producer: Joel Ng
Agency Head of Production: Brian O'Rourke
Agency Executive Producers: Cristiana Ladki Williams/Phoebe Fan
Agency Senior Producer: Danielle Watchman
Agency Producers: Ah Fung/Jackie Liang
Agency Digital Producers: Angela Liu/Infer Liu
Agency Music Producers: Josh Marcy/Kurt Cheng
Agency Chief Digital Officer: Beth Keamy
Agency Project Managers: Keng Wong/Yuki Shen
Agency Managing Director: Kara Yang
Agency Account Executives: Jennie Li/Irene Wang
Agency Account Supervisors: Janice Geng/Scarlett Wang
Agency Account Director: Oliver Lin
Agency Account Manager: Erin Dou
Agency Planning Director: Chris Kirkup
Agency Planner: Michael Tien
Digital Company: Begrizzlee, Shanghai
Digital Producers: Lydia Lien/Izzy Ye/Yolanda Li/Junling Li/Lex Li
Digital Designer: Cyrine Chen
Production Companies: RadicalMedia, Shanghai/RadicalMedia, Los Angeles
Director: Marc Webb
Executive Producers: Frank Scherma/Chris Tsao
Producers: Susan Agostinelli/Patty Tsai
Line Producers: Li Chun Hui/Zhang Yu Hao
Production Designer: Li An Ran
Post-Production Company: The Mill Shangai, Shanghai
Executive Post-Producer: Avril He
Post-Producers: Iris Zhang/Abby Cheng/Ciei Chen
Color Company: TRAFIK
Colorist: Ricky Gausis
Sound Design Company: CODA, Shanghai
Sound Designer: Mark Larry
Sound Engineer: Zoe Zai

Description:
Social media’s negative influence on our insecurities is no secret. When not used responsibly, the social media apps on our iPhones, while designed to connect us, often paradoxically compound insecurities.

Apple is not afraid to shine a light on the possible negative impact of technology on humanity, and to invite us all to be mindful of the messages we receive, often on the iPhone itself.

In China, social media has contributed to the rise of its most insecure generation in recent history. With rampant rates of anxiety and youth unemployment, China’s young people are statistically more insecure about themselves and their futures than ever. Amidst this vexing storm, the country’s influencer-heavy digital culture promotes unattainable beauty standards and idealized lifestyles that only add fuel to the fire.

As social media was pushing an insecure generation to the brink, Apple, the world’s biggest technology brand, launched a Chinese New Year film with a simple but provocative message: “you are enough.”

Shot entirely on iPhone, “Little Garlic” was a call for inner confidence to triumph over technology’s potential bad influence.

This was a bold proposition for any tech brand, let alone a foreign tech brand in China, where drawing attention to social issues risks government censorship and consumer sentiment has frequently turned hostile to foreign brands.