Australia’s hottest home grown talent star in Apple’s new ‘Made In Australia. Behind the Mac.’ campaign via TBWA\Media Arts Lab
To coincide with the launch of the new Mac with the M1 chip, Apple has launched a new campaign for Mac in Australia, featuring an all-Australian cast via TBWA\Media Arts Lab.
‘Behind the Mac – Made In Australia’ showcases and celebrates some of Australia’s hottest homegrown creative talents, who are hard at creating art on their Mac, right here at home.
Featuring top local artists, from a range of locations and creative disciplines, the TV commercial, digital and out-of-home campaign highlights the creators artistic output alongside a black and white found image of them working behind a Mac.
The out-of-home campaign is largely centered around the creative hubs in which many of these creators live and work, celebrating them and dialing up local pride by dominating these hubs with a targeted physical and digital presence and highlighting the featured talent right next to the places where they make their best work. Locations including Newtown in Sydney, North Melbourne, Fortitude Valley (Brisbane) and Western Sydney.
Talent featured in the campaign includes: Flume, The Kid Laroi, Joel Edgerton, Miranda Tapsell, Jimmy Barnes, Bangarra Dance Theatre, G Flip, Benjamin Law, Gemma O’Brien, Reko Rennie, The Mulka Project, Flex Mami, Phoebe Paradise, Sampa The Great, Tkay Maidza, Carla Zimbler, Kwame, Maya Newell, Tin & Ed, Manu Crooks and Cub Sport.
Music: Kwame “Wow”
12 Comments
Good stuff to all and sundry. Will work its socks off.
Nice understated use of big talent. But ‘Made in Australia’ feels an awful lot like a claim about the product. Watch this get yanked.
‘Made in…’ doesn’t refer to the product. I think that’s pretty obvious.
The creatives are ‘Made in Australia’. So the work they create.
Im sorry but every brand is doing a woke montage.
This is nothing new.
And yet, ironic coming from one whose board of executives is overwhelmingly white and male.
My point?
Another brand jumping on the social justice bandwagon, but not living it.
Most Australian sounding track I’ve heard in years!
If woke montage is all you take out of this, you’ve got blinkers on. Pretty obviously a celebration of Australian creativity. Yes, it has a diverse cast, but that’s not the point its making.
Good talent selection. They nailed all the artists featured.
Big fan of the Kwame track. I know he’s Aussie but a strange-ish choice given he has an American twang to his vocal performance.
It’s a great spot, with a fantastic array of Australian talent. Kudos to the team involved.
great track and talent pool!! nice to see brands getting involved with au’s culture <3
Localisation always gets people in the warm-and-fuzzies. Easy win.
You forgot Troye Sivan.
No they didn’t? Made in Perth…