The Situation
PCs had a Mac problem. The existing identity lacked consistency and failed to communicate the brand's premium positioning. The challenge was to create a timeless identity that balanced simplicity with character, making the brand instantly recognizable across every platform.
The Solution
We got Justin Long, the Mac guy from Apple's I'm a Mac campaign years ago to show us what PCs can do vs a Mac and vindicate PCs once and for all.
Six spots were made showing off gaming capabilities to the options that PCs give (ahem, choices).
Within 24 hours, it received 700+ press mentions, 1+ billion impressions, and been featured on cultural and lifestyle sites.
