{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"MUSIC VIDEO","is_link":false},{"keyword":"ENTRANT COMPANY","content":"TBWA\\MEDIA ARTS LAB ISEA, SINGAPORE","is_link":false},{"keyword":"TITLE","content":"SAVE THE MUSIC","is_link":false},{"keyword":"BRAND","content":"APPLE","is_link":false},{"keyword":"ADVERTISER","content":"APPLE","is_link":false},{"keyword":"AGENCY","content":"TBWA\\MEDIA ARTS LAB APAC (VIETNAM), HO CHI MINH","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":"KATRIEN 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":"CREATIVE DIRECTOR","content":"ANDY JORDAN ","is_link":false},{"keyword":"ART DIRECTOR","content":"SHAFIK BASIR\/ADBUL MATIN ","is_link":false},{"keyword":"COPYWRITER","content":"YASHANTI YAP ","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"WEI WEI GWEE\/CRISTIANA LADKI WILLIAMS","is_link":false},{"keyword":"AGENCY PRODUCER","content":"MAYA ASTRIDA\/ADIL AMRAN ","is_link":false},{"keyword":"MUSIC","content":"JOSH MARCY\/GENEVIEVE TORABI\/CHRIS PATTINSON\/ELVIN LIN","is_link":false},{"keyword":"BUSINESS AFFAIRS","content":"HAU NGUYEN ","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"MANAVI SHARMA ","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"KYLE KOH ","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"ASHLEIGH SIM\/GLORICIA SHEN ","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"OLLIE LATHAM ","is_link":false},{"keyword":"STRATEGIC PLANNING MANAGER","content":"DRAVEN PHAN ","is_link":false},{"keyword":"PR DIRECTOR","content":"BRANDON MURATALLA","is_link":false},{"keyword":"MEDIA AGENCY","content":"OMD, SINGAPORE","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"SMUGGLER, LOS ANGELES\/BULLET THAILAND, BANGKOK\/CLUBHOUSE VIETNAM, HO CHI MINH","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"SUE YEON ANN","is_link":false},{"keyword":"DIRECTOR","content":"C PRINZ","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"PATRICK MILLING-SMITH\/BRIAN CARMODY\/CARLIN WILSON-WEBB\/THANANATH SONGCHAIKUL\/\r\nCHI MINH STEPHAN DE LEO\/PHAN VIET QUOC HUY","is_link":false},{"keyword":"FILM PRODUCER","content":"CLAIRE MCGIRR\/WASANA SRIVISAN\/LINH LE","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"BROOKE ELIOT\/TRANG PHAM","is_link":false},{"keyword":"HEAD OF PRODUCTION","content":"ALEX HUGHES","is_link":false},{"keyword":"PRODUCTION COORDINATOR","content":"PHAKHAPHAT REKBURIPORN\/NATE NGUYEN ","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"CARTEL, SANTA MONICA\/ETHOS STUDIO, LOS ANGELES","is_link":false},{"keyword":"EDITOR","content":"NATE KATZ","is_link":false},{"keyword":"ASSISTANT EDITOR","content":"NICK BRUCE","is_link":false},{"keyword":"COLORIST","content":"SAM HOWELLS","is_link":false},{"keyword":"POST EXECUTIVE PRODUCER","content":"VIET-AN NGUYEN","is_link":false},{"keyword":"POST PRODUCER","content":"ABBY SIEGEL","is_link":false},{"keyword":"COLOR PRODUCER","content":"BEN FERREN","is_link":false},{"keyword":"SPECIAL EFFECTS COMPANY","content":"HECKLER, SINGAPORE","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"CHARU MENON","is_link":false},{"keyword":"VISUAL EFFECTS","content":"MOHAMMED NIZAM ABDUL KHALIFF\/YONG SOON ONG","is_link":false},{"keyword":"LEAD FLAME ONLINE","content":"ABI SANTOS","is_link":false},{"keyword":"CG SUPERVISOR","content":"DAVOR ZEC","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"COODY AMOS","is_link":false},{"keyword":"HEAD OF PRODUCTION","content":"XINHUI ZHENG","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"FVSE, SINGAPORE","is_link":false},{"keyword":"SOUND PRODUCER","content":"TANG HUI JUN","is_link":false},{"keyword":"HEAD OF SOUND","content":"WONG SENG JINN","is_link":false},{"keyword":"HEAD OF CREATIVE","content":"COLIN P.","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Vietnam’s music culture is deeply communal; Young people form dance, music, and creative crews that drive trends and shape modern youth culture. Around Tết, this collective energy reaches its peak: music videos dominate social platforms, and creators release remakes and covers that spread rapidly. In other words, MVs in Vietnam during Tết are engines for fan participation.\r\n<br>\r\n<br>This presented a clear opportunity for Apple’s Shot on iPhone platform. As a brand rooted in creativity, Apple could naturally tap into this cultural momentum in a way that felt authentic to how Vietnamese youth create: socially, and through shared expression.\r\n<br>\r\n<br>In that vein, instead of sponsoring an artist or releasing another polished MV, Apple set out to create a piece of music content that could spark that collective mentality into cultural momentum. Partnering with Wren Evans, one of Vietnam’s biggest pop artists, and leading dance crew Bhouc Nhay, Apple launched Save the Music: a track and MV intentionally designed for fans to remake using their own iPhones.\r\n<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"Youth culture in Vietnam rallies around music and dance crews, giving rise to hundreds of such groups in recent years. That’s why we created a music video made to be remade by fans—turning them into part of Wren Evans’ crew.\r\n<br>\r\n<br>“Save the Music” became a dance tutorial disguised as a music video. Every element was crafted for fans to copy, from choreography, to framing, to the way each scene was filmed with iPhones best camera features. The MV served as a blueprint for anyone with an iPhone to recreate their own version.\r\n<br>\r\n<br>Apple tapped into Vietnam’s crew mentality, and turned a music video that people passively watch, to one that fans can actively participate in. The idea allowed the brand to create a cultural movement in Vietnam, not by speaking over it, but by giving it a stage to shine.\r\n<br>","is_link":false},{"keyword":"STRATEGY","content":"Vietnam is a music-first culture. 55.1% of Internet users watch music videos weekly, while 31.6% listen to streaming services. This is why YouTube is the nation’s dominant music platform. During Tết, this obsession with music explodes, with 55% of top seasonal content being MVs. \r\n<br>\r\n<br>The music dominance plus Vietnam’s crew mentality also gave rise to the prevalence of dance crews, shaping youth culture in the country. This insight informed our strategy: create a music video made to be remade by fans—eventually turning fans into part of Wren Evan’s crew.\r\n<br>\r\n<br>We set out to make a music video shot on iPhone 16 Pro, powered by an electrifying original track and signature choreography designed to be reshot, reshared, remade by fans across Vietnam.\r\n<br>","is_link":false},{"keyword":"EXECUTION","content":"“Save the Music” was made to be remade. So we worked with Wren Evans to create simple, sticky, easy to copy dance moves shot with three popular iPhone features—making both the choreography and cinematography easy for anyone to copy. The MV became a blueprint fans could recreate using their own devices.\r\n<br>\r\n<br>Wren Evans first shared behind-the-scenes clips of the dance, teasing the release and sparking anticipation. The official MV launch included an invite-only premiere with top creators, who posted their own versions within hours. TikTok tutorials followed, showing fans how to shoot the choreography with their phones. The deliberate simplicity and accessibility encouraged mass participation, from professional dance crews to casual fans.\r\n<br>\r\n<br>Within weeks, thousands of remakes appeared online. The MV reached 62M views, fan-made videos added 59M more, and hashtags hit 330M impressions. “Save the Music” topped YouTube and Apple Music charts and ignited national conversation about Vietnamese pop culture.\r\n<br>","is_link":false},{"keyword":"RESULT","content":"“Save the Music” reached 62M+ views and becoming Wren Evans’ most-watched MV to date, with over 2M hours of watch time. \r\n<br>It peaked at #1 on YouTube Music and iTunes Vietnam, holding the spot for 2 consecutive weeks. On local platforms, \r\nit ranked #3 on Zing New Music Chart and #4 on the Green Wave Weekly Chart. \r\n<br>The campaign drove a 52% YoY increase in iPhone searches on Google during the campaign period (Jan - Feb). \r\nFans created UGC, including dance recreations, CapCut edits, reactions, reenactments, fan-art, and memes, generating 59M+ views and nearly 1M engagements. \r\n<br>“Save The Music” even became a cultural reference point, defining what music could truly elevate the industry and save the scene, especially amid rising AI-generated tracks. Inspired by “Save me” memes, fans asked Wren Evans to “save them too” from everyday struggles, turning the MV into a relatable social moment.\r\n<br>","is_link":false}],"files2":[{"name":"","type":"pdf"}],"count":1}