Apple returns to its “Behind the Mac” campaign to honor female heroes for International Women’s Day, featuring beautiful black-and-white photos of Ava DuVernay, Lady Gaga, Marie Kondo, Tarana Burke, Olivia Wilde, Greta Gerwig, Elizabeth Banks and more in this simply rendered spot.

The piece is set to Beyonce’s “Flawless,” which features Chimamanda Ngozi Adichie, author of the best-seller Americanah talking about feminism in her 2017 TED Talk.

Just like the rest of the Behind the Mac spots, none of the photos were specifically shot for this campaign, Adage reports.



Client: Apple

Agency: TBWA\Media Arts Lab

Tags: apple international women's day

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