“Welcome Home” by Apple and directed by Oscar-winning director Spike Jonze earns most awarded campaign
Apple earned top honours at the Association of Independent Commercial Producers (AICP) awards show. The annual awards show honours innovative marketing communications in motion image.
The brand dominated, winning the top brand spot with nine total honours including six honours awarded to their agency partner, TBWA\Media Arts Lab. The recognition is a testament to world-class work and the perseverance required to get it right.
“Welcome Home,” the four-minute short film featuring musical artist FKA Twigs, created by TBWA\Media Arts Lab for the brand’s HomePod speaker, was the most awarded campaign of the evening including securing Best in Show, the top honour at the AICP Awards in the Advertising Excellence/Single Commercial category.
The work was directed by Oscar-winning director Spike Jonze of MJZ, who also took home five honours for “Welcome Home” at the awards show.
Another film by the brand, “Barbers,” picked up three AICP awards for Visual Style, Editorial and Direction. “Barbers” showcases the power of Portrait Mode on iPhone 7 Plus as a small New Orleans barbershop goes from stagnant to bustling when bystanders see the impressive portraits of customers posted outside the shop. The AICP wins come shortly after receiving the Black Cube for “Best in Show” at the ADC Awards last month.
The list of nine honours won by the brand include Best in Show: Advertising; Excellence/Single Commercial –”Welcome Home“; Production – “Welcome Home“; Production Design – “Welcome Home“; Direction – “Welcome Home“; Next Viral – “Welcome Home“; Visual Style – “Barbers“; Editorial – “Barbers; Direction – “Barbers”; and Production – “Appocalypse“.
The AICP Art & Technique of the American Commercial awards are judged by a series of panels featuring more than 400 judges from around the world comprised with various expertise in their field.
Judging culminates in the meeting of the Curatorial Committee, the final mediator in the show, which confirms all eligibility and appropriateness for each individual category. Each year, the honoured work from both awards presentations are archived into the Department of Film at The Museum of Modern Art, which now features more than 1,975 pieces of advertising in the motion image.
The recent AICP honours comes on the heels of additional 2018 creative award show wins for the brand including “Welcome Home” and “Barbers,” which won five and two Yellow pencils respectively.