Re-establish iPhone as the category leader when it comes to privacy.

We specifically cast for improv actors knowing that the reactions they gave during filming would create the comedy and open space for unexpected magic within the script structure we had written.

The campaign made people around the world stop and ask, “How safe is my most personal data?”. By revealing an entirely new angle to the privacy issue, we sparked global coverage in 150+ publications, instigated views to the count of 326 million and sparked vibrant debate online about health data privacy. Cultural leaders revered its "genius" while advocates celebrated the message as "a dream come true", helping fuel a 23% increase in conversation from last year's privacy campaign.

In doing so, we reaffirmed iPhone’s privacy leadership and raised the bar yet again for tech brands and the issues they should be caring about.