Apple // Accessibility
Challenge
Apple leads the industry with it’s built-in accessibility features. The challenge we faced was little awareness and nearly no understanding how customers benefited from our features. We had to find a new way to speak to people with disabilities that was authentic and distinctive. We had to treat people with disabilities as customers.
Approach
Create an integrated campaign including seven films showcasing our features in action. Each story highlighted the every day benefits of our features. Three of the films ran on TV and social generating over 350M impressions. The CTA drove to a completely redesigned website focused on showcasing our features in new and dynamic ways. As a result Accessibly has become an important purchase driver.
Designed for Ian M.
Designed for Carlos V.
Designed for Meera P.