{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"EDITING","is_link":false},{"keyword":"ENTRANT COMPANY","content":"TBWA\\MEDIA ARTS LAB ISEA, SINGAPORE","is_link":false},{"keyword":"TITLE","content":"LESSONS","is_link":false},{"keyword":"BRAND","content":"APPLE","is_link":false},{"keyword":"ADVERTISER","content":"APPLE","is_link":false},{"keyword":"AGENCY","content":"TBWA\\MEDIA ARTS LAB ISEA, NEW DELHI","is_link":false},{"keyword":"GLOBAL CHIEF COMMUNICATIONS OFFICER","content":"LU BORGES","is_link":false},{"keyword":"GLOBAL CHIEF PRODUCTION OFFICER","content":"BRIAN O'ROURKE","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"KATRIAN DE BAUW","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"MICHAELA FUTCHER","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"BRENT ANDERSON","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"JONATHAN GEORGE","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"BEN SAMUEL","is_link":false},{"keyword":"ART DIRECTOR","content":"VIPASHA CHAUHAN\/JOHNY SAJAN","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"CRISTIANA LADKI WILLIAMS","is_link":false},{"keyword":"AGENCY PRODUCER","content":"ISHA SHARMA\/ADITI PAKALA\/BECKY OOI","is_link":false},{"keyword":"MUSIC DIRECTOR (SNG)","content":"CHRIS PATTINSON","is_link":false},{"keyword":"MUSIC SUPERVISOR","content":"WALTER HUDSON-EVANS\/GAUTAM DEB ","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"MANAVI SHARMA","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"KYLE KOH\/AAKRITI JAIN\/SHAILY PARMAR","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"AMANDEEP GILL","is_link":false},{"keyword":"STRATEGIC PLANNING MANAGER","content":"MICHAILA JAMIESON","is_link":false},{"keyword":"STRATEGIC PLANNER","content":"YASH THAKKAR\/TRIPTI MANDAL","is_link":false},{"keyword":"PR DIRECTOR","content":"BRANDON MURATALLA","is_link":false},{"keyword":"MEDIA AGENCY","content":"OMD, NEW DELHI","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"EARLYMAN FILM, MUMBAI","is_link":false},{"keyword":"DIRECTOR","content":"AYAPPA","is_link":false},{"keyword":"DIRECTOR OF PHOTOGRAPHY","content":"CARLOS FEHER\/TONI VIDAL","is_link":false},{"keyword":"PHOTOGRAPHER","content":"ASHISH SHAH","is_link":false},{"keyword":"ASSISTANT DIRECTOR","content":"VEER SINGH PARMAR\/ABIR KASAT\/YATHARTH BHAVSAR","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"ANAND MENON","is_link":false},{"keyword":"LINE PRODUCER","content":"SUBODH GUPTA","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"RIDDHIMA SAMANTA","is_link":false},{"keyword":"PRODUCTION DESIGNER","content":"MANISHA KHANDELWAL","is_link":false},{"keyword":"CASTING","content":"MOHIT KHOWAL","is_link":false},{"keyword":"STYLIST","content":"ASHIMA BELAPURKAR","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"HECKLER, SINGAPORE\/TRAFFIK","is_link":false},{"keyword":"MANAGING DIRECTOR\/EXECUTIVE PRODUCER","content":"CHARU MENON","is_link":false},{"keyword":"EDITOR","content":"ANDREW HOLMES","is_link":false},{"keyword":"COLORIST","content":"DANIEL DE VUE","is_link":false},{"keyword":"SENIOR COMPOSITOR","content":"DAVOS ZEC","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"CODY AMOS","is_link":false},{"keyword":"PRODUCER","content":"XINHUI ZHENG\/GEOFF","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"AMMAR PRODUCTIONS, COPENHAGEN\/IXYXI, BARCELONA","is_link":false},{"keyword":"MUSIC COMPOSER","content":"SOFIANE BEN YOUSSEF","is_link":false},{"keyword":"ENGLISH SYNOPSIS","content":"Shot in raw, documentary-style footage, “Lessons” captures the unfiltered grit and determination of students brave enough to challenge the status quo. \r<br>\r<br>The 30-second spot follows students creating, learning, and making incredible things on their own terms, confidently ignoring the misguided admonitions that are constantly directed at them. Visually, the story unfolds through vignettes capturing student life: late-night study sessions, stacks of notes, and the struggle etched on faces. \r<br>\r<br>Juxtaposed against these visuals are the repeated instructions of authority figures ordering students to fall in line. As the demands of their teachers and parents grow more shrill and insistent, we see students boldly going against the grain to create incredible things on their Macs.\r<br>","is_link":false},{"keyword":"ENGLISH CONTEXT EXPLANATION","content":"Apple’s “Lessons” is rooted in an undeniable cultural truth: at the heart of India’s education system lies a problematic reliance on rote learning. In this hyper-competitive environment, students are pushed to prioritize recall over reasoning, cramming over critical thinking. “Mug it up” and “Just by heart it” are phrases heard across Indian campuses that epitomize a system in need of a reset. \r<br>\r<br>As millions of students return to university each June, Apple sought to challenge these outdated learning practices with its latest Mac campaign for India. Mac has always stood for those who dare to think differently, abandoning convention for progress. With “Lessons,” Apple aimed to show the power of this philosophy within the rigid Indian education system by reminding students that there is a better alternative, one rooted in curiosity and care, that can lead them to incredible success. And to establish Mac as the perfect device to help them accomplish exactly that. \r<br>","is_link":false}],"files2":[{"name":"","type":"pdf"}],"count":1}