Apple has launched its new global brand platform with the aim of consolidating its line of Mac computers as the place where ideas that transform industries are born. Under the motto “Great ideas start on Mac”, the company presents an international campaign developed by TBWAMedia Arts Lab that connects the creative potential of its devices with relevant figures from multiple disciplines.

The main ad, directed by Mike Mills (MJZ), begins with a blank screen and a blinking cursor, while the voice-over of primatologist and anthropologist Jane Goodall – recorded exclusively for this campaign – reflects: “Everything that has been invented and every idea you wish you had, started as “nothing.”

From there, the video shows various personalities working in front of a Mac: from disability rights activist Alice Wong, to fashion designer Ruchika Sachdeva, ocean engineer Bruce Stricklrott and the team at Norwegian robotics start-up 1X Technologies. In each case, the message is that innovation starts with an idea, and that idea starts here.

With a sober but eloquent visual realization, the piece refers to the symbolic nature of the blank screen as a space of unlimited possibilities. The final message, “Great ideas start here”, seeks to position the Mac not only as a technological tool, but as a catalyst for creativity with an impact on art, science, entrepreneurship, cinema or activism.

“There are an amazing number of great ideas in business, art, music, film, apps or medicine that started on a Mac. This campaign celebrates not only those ideas, but also those to come”said Tor Myhren, Vice President of Marketing Communications at Apple.

The campaign is active on YouTube, television, outdoor media and social networks, and constitutes an evolution in Apple’s brand narrative, which emphasizes the meaningful and transformative use of its products beyond design or technical features.