The Opportunity
People aren’t aware of the sustainable efforts Apple have made for the iPhone.
The Approach
Raise awareness of iPhone sustainability to the German market who are very eco savvy and are heightened to any green washing.
The Solution
A lightweight experience to support the lifecycle narrative and substantiate our stories.
Role Creative Director of Visual Design
Agency House337
Year 2022
IPHONE SUSTAINABILITY
The project aimed to heighten awareness about iPhone sustainability and make Apple's sustainability initiatives resonate with German consumers. Germany served as an ideal test market for our hypothesis, given its environmentally conscious audience with a low tolerance for greenwashing. After careful consideration, we decided to narrate the iPhone's lifecycle journey: from pre-usage, to active usage, and post-usage. This narrative was seamlessly integrated into the overarching "Apple has a Plan" campaign, where we further developed and expanded upon the eco-centric visual language.
COMPONENT SOLUTION
After exploring numerous concepts for its online presence, we settled on a carousel-style approach that presents key points within the framework of the iPhone's lifecycle. Each card was carefully curated, reflecting crucial insights, and meticulously crafted to strike the perfect balance of readability, simplicity, and resonance. Furthermore, users have the option to delve deeper into additional reading material to bolster their understanding of the initial message.
CHALLENGES
Like most projects there are always challenges. The main challenges with this project was the shear scale and nuanced nature of each piece of detail. Each point had to tell a complicated and in depth story. The mantra was always to simplify simplify simplify, which paid dividends in the end.
The manner in which we communicated each point came under huge scrutiny by the legal team.
RESULTS
By really sweating the details of the interactions, storytelling and continuously iterations, the component was a success and has been used as a best in class case study for the new future Apple.com. Proving that carousles can make an engaging storytelling experience and there’s an appetite for a deeper levels of knowledge.
47% average horizontal completion rate.
17% average card open rate.