Apple highlights how the Apple Watch could save your life in latest Australian campaign via TBWA\Media Arts Lab, Sydney

Apple has launched a new campaign in Australia via TBWA\Media Arts Lab Sydney, which showcases real, uniquely Australian stories to demonstrate how Apple Watch could save your life.

 

The films feature Bruce and Lexie who share their personal stories about how Fall Detection and Low Heart Rate Notifications — the health and safety features of Apple Watch — helped them in unexpected circumstances.

Bruce Mildenhall was out one day, alone, riding his bicycle in the Macedon Ranges, Victoria, when he was hit by a kangaroo. His Apple Watch detected the hard fall, and Fall Detection was activated. While Bruce remained unresponsive on the ground, his Apple Watch called and shared his location with emergency services and notified his wife. Bruce is grateful his Apple Watch sprung to action when he needed it most.

Lexie Northcott and her mum Karla both live an active lifestyle and enjoy hiking in the mountains in Australia together. Apple Watch started notifying Lexie about a low heart rate throughout the day. Initially dismissing it as a sign of being fit, she finally went to get her heart checked out by a health professional. Doctors were able to identify a serious heart block in Lexie’s heart, leading to emergency surgery to have a pacemaker installed. Lexie’s mom, Karla, credits Apple Watch with helping to save her daughter’s life.

Both testimonials demonstrate how Apple Watch is equipped with health and safety features that are there when you need them.

The campaign will appear on TV/TVO, cinema, online video, digital and social media.

Agency: TBWA\Media Arts Lab, Sydney
Production Company: Collider
Director: John Hillcoat
Edit & Finish: ARC EDIT
Editors: David Whittaker & Harrison Carr
Sound Design: MassiveMusic
Artist: Eee Gee