This is the very first Apple Watch spot produced in China and we want people to perceive it as a health device more than a sports band. The tricky part of this project is to identify unique cultural phenomenon and showcase product attributes of Apple Watch in the way audience can understand at a glance.
In China, we all live a “996” life - a well-known phenomenon means working from 9am to 9pm, 6 days a week. That’s how we land on "make time for health” while you are busy at work.
And we come up with “DiDa”, the Chinese expression of "Tick Tock”, as a metaphor to build a “996” world where everyone lives their life choreographed to a constant beat, except our hero who improvises throughout the day to take care of her health by the help of Apple Watch.
Titlecard: Make time for health // End super: The future of health is on your wrist
Super 1: Make time for heath // Super 2: Scroll the crown and see how Apple Watch can help // Super 3: The future of health is on your wrist
Super 1: Sleep tracking // Super 2: The future of health is on your wrist
Super 1: Make time for heath // Super 2: The future of health is on your wrist
Super 1: Make time for heath // Super 2: The future of health is on your wrist
Super 1: Make time for heath // Super 2: The future of health is on your wrist