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Apple / Little Garlic
Project Type
Short Film / Entertainment / Campaign / Content / Visual
Date
2024
Credit
Associate Creative Director
Agency
TBWA\Media Arts Lab Shanghai & LA
As social media pushes an insecure generation to the brink, Apple launches its 2024 Chinese New Year Campaign with a simple, provocative message: ‘you are enough’. Shot entirely on iPhone ‘Little Garlic’ is a call for inner confidence to triumph over technology’s potentially bad influence.
Together with big name filmmakers, we bring you this charming, heartwarming tale of a young girl with a rare gift — the ability to shape-shift — and her journey of self-discovery in the ever-changing modern world.
With: ECD Ewan Yap / CD Joey Chung & Darren Leong / ACD Carrol Shen
Awards: Cannes Lions x 3 / LIA x 3 / D&AD x 1 / ADC x 6 / One Show x 3 / Andy x 1 / AICP x 1 / Webby x 2
