iPhone Japan:

  • Evan Brown

Working out of the TBWA Hakuhodo office, I led teams to create a campaign that resonated with the older demographic in Japan, using a unique cultural insight. The concept is Honne (true feeling) and Tatemae (facade.) While the latter pretends to love their old phone, their Honne ("true feeling") sets them straight and gently encourages them to get an iPhone. These three spots were the result of my writing in English and the Japanese copywriter translating. And then I presented to both Apple Japan, and Worldwide to sell through. The campaign was so popular it ran for two years in a row.


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    • Technology