While Apple’s efforts have helped strengthen and raise awareness around online privacy, the hidden and ever pervasive data economy continues to profit off the tracking and compilation of people’s digital data, usually without their knowledge. 

Meanwhile, many tech companies—feeling the pressure to show off their commitment to privacy— are taking advantage of the complex subject, using vague promises while offering little actual protection.

Our brief was to highlight the powerful privacy protections offered by iPhone’s default browser, Safari with the key message: “Safari. A browser that’s actually private”.

Nearly every person browsing the internet today is subject to constant online tracking, so we needed a mass, global idea that was salient enough to raise awareness across every section of society.

Our creative solution was to use a vivid, cinematic metaphor to depict the extensive online surveillance economy and iPhone’s ability to help protect against it.

This campaign is another installment in Apple’s ongoing efforts to provoke awareness around the human right to digital privacy and show how iPhone is designed to protect it. This year we also wanted to combat the rising tide of superficial privacy promises—alerting people to the fact that not every browser is designed to protect people against privacy infringements.

The campaign cemented Apple as a champion of online privacy while igniting an industry-wide shift towards better privacy protections.

The film was strategically positioned among a series of provocative brand actions. OOH issued our stance head on, paving the way for the film to pick up and evolve the narrative while bespoke digital work went straight at competitive browser users.


These actions stirred a stream of news headlines and social commentary. 33% of campaign coverage called out the biggest culprit (Chrome), while search interest for Safari rose 45% during the campaign.

Against this groundswell, Google Chrome announced changes to their privacy policies, followed by similar news from Mozilla Firefox and Microsoft Edge,

The campaign drove 49 million people to apple.com to learn about Safari’s privacy protections, where Android users spent a staggering 95 seconds. Meanwhile Apple’s privacy leadership increased 61 percentage points over its biggest competitor.