{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"USE OF LICENSED\/ADAPTED MUSIC","is_link":false},{"keyword":"ENTRANT COMPANY","content":"TBWA ADVERTISING (SHANGHAI) CO., LTD., SHANGHAI","is_link":false},{"keyword":"TITLE","content":"I MADE A MIXTAPE FOR YOU","is_link":false},{"keyword":"BRAND","content":"APPLE","is_link":false},{"keyword":"ADVERTISER","content":"APPLE","is_link":false},{"keyword":"AGENCY","content":"TBWA\\MEDIA ARTS LAB, SHANGHAI, SHANGHAI","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"KARA YANG","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"BRENT ANDERSON","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"KIENHOE ONG","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"EWAN YAP\/DARREN LEONG\/JOEY CHUNG","is_link":false},{"keyword":"ART DIRECTOR","content":"CARROL SHEN\/EVELYN YUAN","is_link":false},{"keyword":"COPYWRITER","content":"ARLENE LU\/LEO LIU","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"PHOEBE FAN\/CRISTIANA LADKI WILLIAMS","is_link":false},{"keyword":"AGENCY PRODUCER","content":"AH FUNG\/JACKIE LIANG\/DANIELLE WATCHMAN\/JOEL NG\/YUKI SHEN\/INFER LIU","is_link":false},{"keyword":"MUSIC DIRECTOR","content":"JOSH MARCY","is_link":false},{"keyword":"MUSIC SUPERVISOR","content":"KURT CHENG","is_link":false},{"keyword":"BUSINESS STRATEGY DIRECTOR","content":"SUMMER YANG","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"CAROLINE PHILLIPS","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"NATASCHA SHEN","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"ERIN DOU","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"JENNIE LI\/ROFFY LI\/CHERYL XIE","is_link":false},{"keyword":"STRATEGIC PLANNER","content":"KERRY ZHANG","is_link":false},{"keyword":"PR DIRECTOR","content":"LU BORGES","is_link":false},{"keyword":"MEDIA AGENCY","content":"OMD SHANGHAI, SHANGHAI","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"PARTIZAN, LOS ANGELES","is_link":false},{"keyword":"EDITOR","content":"PATRICK RICHARD CORRELL\/KANGKANG","is_link":false},{"keyword":"FINISHING","content":"THE MILL SHANGHAI","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"This year, we focused on love, a topic rarely discussed during the new year. Research shows 73% of Gen Z feel stressed about love, and one in three doubt they will find it, even though they believe in it. This is especially apparent during CNY, where family reunion dinners are often a time to pry into young people’s love lives, which can be stressful as they try to balance modern dating challenges with traditional expectations.\r\n<br>\r\n<br>Inspired by Gen Z’s love for 90s nostalgia—considered a golden era in China and a representation of simpler times—we created a story about a young man who finds an old mixtape that transports him back to the 90s. There, he meets a girl who shares his views on love. When he returns to the present, he realizes that true connection is worth seeking and that a timeless love can be simple.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"Gen Z are yearning for love, but the complexity of dating culture has left many questioning it. We wanted to restore their faith with a 90s-style musical love story about a young man, frustrated by the challenges of finding love in swiping culture. When an old mixtape transports him back to the 90s, he meets a woman who rekindles his faith in love, reminding us that, no matter how the world changes, love can be simple.","is_link":false},{"keyword":"STRATEGY","content":"This year, we focused on love, a topic rarely discussed during the new year. Research shows 73% of Gen Z feel stressed about love, and one in three doubt they will find it, even though they believe in it. This is especially apparent during CNY, where family reunion dinners are often a time to pry into young people’s love lives, which can be stressful as they try to balance modern dating challenges with traditional expectations.","is_link":false},{"keyword":"EXECUTION","content":"Our film is styled like a 90s musical love story where the mix of music, visuals, and sound showcases the camera’s advanced features in new ways.\r\n<br>\r\n<br>We started by reworking three famous 90s love songs to tell our main character’s journey from cynic to believer. \r\nThe songs kept their original 90s sound and highlighted important emotional moments. While filming, we used the iPhone 16 Pro’s Audio Mix to capture clear dialogue and music by controlling background sounds.\r\n<br>\r\n<br>The film includes three dance numbers choreographed by Ashley Wallen. These dances combine 90s and modern moves, staying true to the originals while using dynamic camera work to show off the iPhone’s 4K 120fps Cinematic Slo-mo feature.\r\n<br>\r\n<br>Finally, to further enhance the magical realism, we used moving sets that let the actors and camera move smoothly between scenes, leveraging the new Camera Control features to capture complex shots easily without losing control.","is_link":false},{"keyword":"RESULT","content":"“I Made a Mixtape For You” is our best-performing CNY SOiP campaign to date, with growth across all metrics. \r\nWe achieved a historic 588M views, and also set new records for views with a 75% completion rate, total clicks, and social buzz volume. Even our main theme song began trending at #1 on Apple Music.\r\n<br>\r\n<br>On social, our 90s-themed activations got people equally excited about iPhone’s still photography features. \r\nOur Douyin 90s-style activation achieved 1.6x the average engagement rate, with 60% of the engagement coming from Gen Z. Our musical stood out from competitors’ traditional CNY spots, with people praising the challenge of shooting a musical entirely on iPhone. We also connected deeply with Gen Z by addressing their struggles with love beyond the typical CNY narrative.","is_link":false},{"keyword":"URL","content":"https:\/\/v.qq.com\/x\/cover\/mzc002001uojn2o\/t4100cnguel.html?url_from=share","is_link":true}],"files2":[{"name":"EN12_003.mp4","type":"mp4"},{"name":"EN12_003_DI01L.jpg","type":"jpg"}],"count":2}