The App Store, Apple’s official digital store, brings together thousands of applications and services to download and enjoy learning, playing or creating. It is the gateway to a wide universe of creativity and entertainment and this is how the company has tried to capture it in its new campaign in the Japanese market.
With the help of agency TBWAMedia Arts Lab, Apple has transformed the A in the platform’s logo into a portal to a multiverse of creative possibilities. Together with 13 artists, illustrators and animation studios from around the world, he has created 16 different worlds that represent various types and categories of applications and services.
Each reinvention of the recognizable symbol is expressed and brought to life in its own visual style. As stated The Drumamong the creators are the manga artist Chika Umino, the chalk specialist Chalkboy, or Haruko Hayakawa, specialized in digital graphics.
In addition, the different universes collect aesthetics, characters and resources from some notable entertainment sagas, and whose game applications or services are available in the App Store. Thus, references can be seen to the games “Royal Kingdom”, “Pokémon”, “Chiikawa Pocket” or “Battle Cats”.
The marketing initiative is made up of three different audiovisual pieces, whose images follow one another to the rhythm of “Fashion”, an unreleased song by the K-pop group Ive. The lyrics, according to the aforementioned media, allude to new beginnings and self-expression, aligning with the campaign’s claim, “Take any first step with the App Store,” and reinforcing the message launched by Apple.
The campaign extends to the in-person environment through outdoor advertising. Thus, the digital screens at Shibuya station in Tokyo recreate the different universes, inviting users to explore the platform.
The campaign is spread through television, digital platforms, social networks and outdoor advertising throughout Japan.
