Dynamic still images of gigantic dancers that appeared with no explanation in spots around the world have turned out to be an Apple ad campaign.
To launch AirPods Pro, Apple illustrated the emotional connection with music that the new earbuds provide by decorating cities around the world with larger-than-life dancers moving beyond the confines of traditional spaces; they’re on walls, reaching beyond billboards, projected on buildings and taking over select Apple stores.
AirPods Pro is packed with innovations from tip to chip. It features Active Noise Cancellation to create a truly immersive sound, new tapered silicon tips that give a customisable fit, and Transparency mode that lets outside sound in, so you can hear and connect with the world around you. The new product provides an immersive experience that brings us closer to music and liberates movement that feels larger than life.
Dancers appeared overnight at huge scale across the facades of Apple Stores around the world, some over 40 feet tall, signalling the arrival of the new product on launch day. The dancers outside lead to a hands-on experience inside on new all-black tables to demonstrate the new features in the AirPods family.
On street corners around the world, outdoor art installations can be seen adorning buildings in London, Tokyo, Paris, Dubai, Milan and more. They first began as simple images of dancers but starting today AirPods Pro is being added to the ears of each dancer, transforming the art into a global outdoor campaign for the new product. Most of the billboards have been extended, with a dancer’s arm or accessory reaching beyond the typical OOH canvas.