“I hope that the disabled will not be alienated from the latest technology”… Apple’s ‘The Greatest’ Campaign – Brand Brief

Director Kim Gehrig X Apple Collaboration
Emphasizes Apple’s will and commitment to ‘technological accessibility’ for people with disabilities

Apple, a global IT company, introduced ‘The Greatest’, a campaign that shows the company’s will and dedication for technology accessibility for people with disabilities.

According to a report by Ad Age, a global medium, on the 5th, Apple released an advertisement showing how Apple’s technology can increase accessibility for people with disabilities in celebration of the International Day of Persons with Disabilities (December 3).

Directed by world-renowned director Kim Gehrig, this campaign features the journey of seven people with disabilities who live their daily lives using Apple’s technologies such as image description, magnifying glass function, and voice recognition function Siri.

A blind piano player who chooses her own outfit before going on stage through the image description function, a teenage Down syndrome cheerleader girl who does school homework using Apple Tech, and a hearing-impaired person who recognizes a baby’s cry with an Apple Watch From mothers to physically handicapped people in wheelchairs taking selfies using the voice command function. The advertisement portrays in a bright and hopeful mood how Apple’s technology is helping us in our daily lives.

‘I am the Greatest’, the slogan of this campaign and the original soundtrack in the advertisement, is a tribute to Muhammad Ali, a legendary boxer who fought for the human rights of people with disabilities after suffering from Parkinson’s disease. made by quoting

The music for this commercial is a remix of Spinifex’s song ‘I am the Greatest’, and was performed by disabled musician and producer Cola Boyy (Matthew Urango) at Coachella this year. It was improvised by blind jazz pianist Matthew Whitaker.

Apple’s ‘The Greatest’ ad campaign creative was self-planned by Apple, and produced by Somesuch, the production company to which director Kim Gehrig belongs.

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