Campaign Spotlight

Campaign Spotlight: Apple Celebrates International Women’s Day with Women Behind the Mac

CUPERTINO, CALIFORNIA – For this year’s International Women’s Day, Apple has unveiled a revamped homepage dedicated to various women changing the world, one step at a time. The company’s homepage has been transformed into biographies of influential women in modern culture, from Malala to Greta Gerwig as well.

Accompanying the campaign made by TBWA Media Arts Lab, is a video of the women featured in the homepage, with a Macbook in tack. Black and white images of powerful and influential women are seen — from musicians and filmmakers to authors and activists, to chief executives and company founders. Beyoncé’s ***Flawless, featuring the words of Chimamanda Ngozi Adichie, plays at the background.


Each for Equal, the theme of this year’s International Women’s Day, shares the idea that our individual thoughts and actions contribute to the larger goal of rejecting bias and creating gender equality.

Along with the IWD celebrations, Apple launched playlists selected by female artists such as Lady Gaga (whose recent music video “Stupid Love” was shot entirely with an iPhone)  and Taylor Swift. Initiatives across all of March were also shared to feature the work of women, including various Today at Apple sessions, special selections in the App Store and Apple Podcasts.

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