Apple Film The Rock X Siri: Dominate The Day [full film] by TBWA\Media Arts Lab Los Angeles

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The Rock X Siri: Dominate The Day [full film]

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Industry Mobile phones, devices & accessories, Software & Multimedia Productions, SaaS
Media Film
Market United States
Agency TBWA\Media Arts Lab Los Angeles
Creative Group Head Jd Jurentkuff
Associate Creative Director Will Decher, Jacob Abernathy
Creative Director Jeremy Wirth, Greg Greenberg
Art Director Jacob Abernathy
Copywriter Will Decher
Production Hungry Man
Director Bryan Buckley
Released July 2017

Awards

Lions Reach 2018
Social & Influencer Lions Multi-platform Social Campaign Bronze Lion

Credits & Description

Category: Electronics, Technology
Client: Apple
Brand: iphone 7
Media: Film
Country: USA
TBWA\Media Arts Lab Los Angeles, USA Entrant Company
TBWA\Media Arts Lab Los Angeles, USA Idea Creation
HUNGRY MAN Los Angeles, USA Production
EXILE Santa Monica, USA Production
THE MILL Los Angeles, USA Production
STIMMUNG Santa Monica, USA Production
LIME STUDIOS Santa Monica, USA Production
OMD USA Los Angeles, USA Media Placement
JD Jurentkuff TBWA\Media Arts Lab Group Creative Director
Greg Greenberg TBWA\Media Arts Lab Creative Director
Jeremy Wirth TBWA\Media Arts Lab Creative Director
Will Decher TBWA\Media Arts Lab Associate Creative Director / Copywriter
Jacob Abernathy TBWA\Media Arts Lab Associate Creative Director / Art Director
Bryan Buckley Hungry Man Productions Director
Scott Henriksen Hungry Man Productions Director of Photography
Kirk Baxter Exile Edit Editor
Narbeh Mardirossian The Mill Lead Flame Artist
Adam Scott The Mill Colorist
Gus Koven Stimmung Sound Designer
Zac Fisher Lime Studios Audio Mixer
Date: July, 2017
Description:
You should never, ever, under any circumstances, underestimate how much Dwayne Johnson can get done in a day with Siri.
Synopsis
In 2011, Apple launched Siri-- the world’s first widely available voice assistant. Six years later, in 2017, the voice-assistant category had become one of the hottest battlegrounds in tech. Over time, consumers began to think of Siri for her personality (e.g., sarcastic and irreverent answers to questions like, “Will you go on a date with me?”) rather than what it actually does best: making iPhone owners more productive.
Strategy
Siri can make anyone more productive. And to prove it, we paired Siri with Dwayne “The Rock” Johnson, the world’s busiest actor/producer/wrestler/entrepreneur for the busiest day in history. In our centerpiece short film, The Rock uses Siri to propel himself to even greater heights of absurd productivity. "Dominate the Day" was the first film launched through a custom Siri command that triggered the film to play on your iPhone. To fuel exposure, content was first seeded with The Rock’s fans, followed by a coordinated push across TV, PR, digital and social, generating mass-media coverage.
Outcome
Tens of millions of iPhone owners tried the custom Siri command, driving to over 217 million views of the film through mobile devices. The long form film became one of the most watched ads of 2017 without ever running on TV. The campaign led to a 12-month high in interest around Siri and a higher likelihood for people to describe Siri positively. Most important, the campaign drove an average of 185 million new Siri requests per week—and people kept using Siri, even after the campaign ended, which goes to show that “Dominate the Day” didn’t just cut through the clutter, it drove behavior.
Execution
Our campaign revolved around a 3:30 short film that follows Dwayne “The Rock” Johnson, as he sets out to up his productivity with a little help from Siri. The campaign was mobile-first. The film was launched on iPhone with a custom Siri prompt that triggered the film to play when you asked Siri, “What are you and the Rock up to?” The film was also accompanied by additional digital and social content. To fuel exposure, content was first seeded with The Rock’s fans, followed by a coordinated push across TV, PR, digital and social, generating mass-media coverage.
Campaign Description
Will be added later.