Fuel Your Imagination

Apple gives a masterclass in accessibility in joyful new campaign

The new campaign from Apple’s in-house creative team highlights the tech giant’s accessible products.

Nicola Kemp

Editorial Director


Alice Tonge, Group Creative Director at Apple, has made her mark at the technology giant’s creative team, with the launch of a stand-out new campaign ‘The Greatest’, directed by Kim Gehrig.

The campaign, which is a vibrant reminder of the power of lived experience in advertising, highlights Apple’s accessible technology products and services.

“At Apple, we believe accessibility is a human right," the video description says. "Innovative features like Door Detection, Sound Recognition, Voice Control, and more are designed to let you use your devices in ways that work best for you."

The launch film is accompanied by an audio description of the joyful spot and a full transcript of the spot is also on Apple’s website. A stunning reminder of the magic that happens when inclusion isn’t an afterthought; but a way of doing business.

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