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”