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Apple's ad campaigns made a strong showing at this year's Art Director's Club awards, picking up the "Best in Show" Black Cube award, four Gold Cube awards, three Silver Cube awards, and six Bronze Cube awards.
Apple took top honors with their AirPods "Bounce" ad, which was created by TBWA\Media Arts Lab. "Bounce" is a two-minute long ad that follows a man as he — quite literally — bounces through the streets of a city. The song featured is "I Learnt some Jazz Today" by Tessellated.
The One Club website features a behind-the-scenes video that shows how "Bounce" was made, including the creative method of setting trampolines in the ground to achieve on-camera practical effects.
"'Bounce' is an amazing example of innovative creative work," said Kevin Swanepoel, CEO of The One Club for Creativity. "It's the epitome of excellence in filmmaking craft and innovation, which is the basis for how these awards are judged, and well-deserving of the Black Cube honor for Best of Show as the world's best creative work of the past year."
"Bounce" earned top honors and the coveted Black Cube for "Best in Show." It also picked up two Gold Cubes for Craft in Video/Direction and Branded Content/Entertainment, and took two Silver Cubes for Craft in Video/Cinematography and Television/Film/Online video.
Apple's AirPods Pro poster designs took a Silver Cube in Art Direction.
Apple also received six Bronze Cubes as well. "Snowbrawl" earned a Bronze Cube for Craft in Video/Direction, "Coup de Bol" earned one for Branded Content/Entertainment, Apple TV+'s "Morning Show" main title got a Bronze Cube for Title Design, and "Wonderful Tools" received three Bronze Cubes for Art Direction, Branded Content/Entertainment, and Animation.
Lastly, Apple picked up six merits, three for Branded Content/Entertainment, Craft in motion, and Animation for it's "Wonderful Tools" advertisement, two for their AirPods Pro window wraps in Environmental Design/Retail and Environmental Design/Window Display, one in Social Media - Series, for a "Shot on iPhone" ad featuring Moroccan Rug Weavers.