Apple aims to inspire Japanese students as they return to school

Apple has released a series of short films for Japan aiming to inspire students to be creative. They are part of the global ‘Behind the Mac’ campaign which came out last summer. The protagonists are ‘Mom’, a student musician trying to make it easier for people to create music; Shoko Ryuzaki, a hospitality entrepreneur; Fuma Higashide, a robotics specialist; and Shingo Inagaki, a treehouse designer who wants children to experience the joy of nature.

In his segment, Mom expresses a desire to create music no one has heard before, that does not draw on other influences; Inagaki makes the point that he is not good at drawing but is able to create fantastical treehouses thanks to his Mac; Higashide discusses his challenges, which include poor short-term memory and ability to remember kanji characters, and says he wants to help contribute to a society that is more accommodating of people’s differences; and Ryuzaki outlines her ambition to bring more individuality to the hotel sector. Using the Mac as a tool, she feels no limitations to what she is able to do, she says.

Four of the films are designed to live online, while one has been created for broadcast purposes and brings the individuals together in a thematic presentation. Each video ends with a line equivalent to, ‘Let’s change the world from behind the Mac’.

As pundits note that the success of the iPhone has probably peaked, Apple is reportedly looking to expand as a service provider as well as a hardware company. Notably, it wants to simplify the creation process for applications across all its devices.

Campaign's view: Whether talking about hardware or software, focusing on aspiring creative professionals makes a lot of sense for Apple, and while the films are probably not the most thrilling thing you’ve ever seen, that’s not really the point. The characters are likeable and should be easy for people to relate to. It’s also encouraging to see one of the world’s biggest brands see the value of localising its stories.