Apple has launched the fourth year of its China privacy campaign, once again partnering with Crosstalk comedian Yue Yun Peng in a series directed by Zhang Dapeng.
The campaign includes a fun, 55-second film, a 30-second spot, and two 15-second animated shorts centered on iPhone App Permissions.
In the longer films, a newly downloaded app takes human form and repeatedly asks Yue for access to his contacts, location, and other information during a series of everyday moments. As Yue hesitates to grant permission, an Apple Specialist shows him how App Permissions let users choose what information apps can access.
The two shorts take a simpler approach, using animation to explain the App Permissions feature and how it provides visibility into the information requested by apps.
The campaign also extends to out-of-home advertising across multiple cities and runs across Apple’s official WeChat and Douyin channels.
Now in its fourth year, the campaign continues Apple’s collaboration with Yue Yun Peng while focusing on app privacy and user control over personal information.
Credits
Agency: TBWA\Media Arts Lab, Shanghai
Production Company: ProFilms
Director: Zhang Da Peng
Post-Production: Heckler
Sound: Form Studio
Music: Wu Dong Wei
