Another year, another Gaokao—China’s infamous college entrance exam has come and gone.
13.42 million students just crossed one of life’s biggest milestones.
That’s 13.42 million stories of ambition, pressure, and perseverance.
(And now, they’re on the hunt for their first-ever laptop.)
13.42 million students just crossed one of life’s biggest milestones.
That’s 13.42 million stories of ambition, pressure, and perseverance.
(And now, they’re on the hunt for their first-ever laptop.)
Enter Mac Back to School.
Last year, it was instant noodles—with a celebrated creator in the mix.
This year? We’re feeling… fishy 🐟
This year? We’re feeling… fishy 🐟
Not the flaky kind, but the brave ones.
The ones swimming against the current—through uncertainty, pressure, and doubt.
The ones swimming against the current—through uncertainty, pressure, and doubt.
This is for them.
For the students grinding through 8 a.m. lectures, pulling dark-mode all-nighters,
and slamming their Mac shut in frustration—only to crack it open again, five minutes later.
With Mac (and a little optimism), they keep going.
Mac powers every step.
If you want it, Mac can do it.
We made a 30s 🎬 with real students + works and 3 x 15s feature 🎥 based on real struggles :)
For the students grinding through 8 a.m. lectures, pulling dark-mode all-nighters,
and slamming their Mac shut in frustration—only to crack it open again, five minutes later.
With Mac (and a little optimism), they keep going.
Mac powers every step.
If you want it, Mac can do it.
We made a 30s 🎬 with real students + works and 3 x 15s feature 🎥 based on real struggles :)
In this world where uncertainties deter students from chasing their ambitions, people tell them to avoid risks, and settling for stability is the cultural norm — we are the ones to believe in them.
The core thought behind our campaign is proving “Mac is about what can be done”, beyond completing the tasks at hand (doing research, coursework, presentations, etc.). And we believe that college is the right time for students to push the limits of what they can do. Steve Jobs put it best, saying “What we’re about isn’t making boxes for people to get their jobs done, although we do that well. Apple is about something more.”
We want to stoke the fire that’s within every student — despite all the uncertainties and challenges, as long as you want it, Mac is there to help you realize your ambition.
Beyond the anthem film, to further drive consideration, we created three 15s feature films - demonstrating the most attractive Mac features in unique Chinese college life settings.
Move It for iPhone Mirroring
I Don’t Care for Long Battery
Last Minute for Mac Silicon performance
