Client: Apple

Audience: 35-50

Core aim: Ease of use, older market, encourage parents to buy for kids, but secretly use it themselves

Deadline: 4 month development & build

Guide Budget: £50k

Suggested strategy: Viral quiz / game / video

Restrictions: QUICK to download, EASY to use, EASY to spread, must be on-brand

We are not wanting to create the illusion that dogs are not valuable and that is why we have commited to only screen dogs that have come from hard backgrounds and every 100 viral hits we shall sponsor a dog. 

http://www.dogstrust.org.uk/ has been agree to partner with us in this project as we want to try and create awareness that dogs need to still be looked after

Our main idea that we have taken up is taking the idea of mans best friend, the dog, and twisting as a mac a mans best friend.. these would be a series of satire comedy viral video clips that swap a pet dog for a pet mac per say. 

Some funny examples…

• dogs barking loudly at night when you lock them our out in all evening and then a cut scene to the white light on a laptop just glowing in sleep mode. 
• Parody of lassy rescuing a person who is lost but actually get found using the gprs app on the Iphone
• Instead of the dog getting the morning newspaper and ripping it up the user is then browsing on using the live news bookmarks and rss feeds in safari or looking at the guardian newspaper.
• walking the dog on the lead. and the lead gets stuck but the magnetic leash pings off not strangling the “mans best friend”

Apple is a clean concise and corporate identity that doesn’t allow for much creativity and experimentation. So we have decide to go for a more subtle viral media concept that does not necessarily relate to apple corporate identity that though is conveying the message of apple.. 

Our ideas are oozing out of our minds like cheese in a toasti maker. Its been a crazy experience that shows that we have some serious creative geniousity but are having to home in on some key ideas. 

• Satire comedy.
• Viral circulation around the internet, youtube, email. 
• Interactivity - People filming on mobiles and hand helds… then uploading to Youtube… using the theme of 
• Series of web-adverts- banner adverts on site such as the guardian.