For this project I was tasked with choosing and extending an existing brand. I chose to extend the Apple brand by creating a promotional campaign to reveal a theoretical Apple games console.
My campaign assumes that real life is a dream and that by using the Apple games console, which I have named the iBox, you can become lucid and take control of this dream.
The campaign kicks of with a mandatory iPhone update which secretly installs a hidden app onto the users phone.
This icon, unlike normal iPhone icons, will slowly pulse to draw the users attention to it. When the user clicks on it it will play a short typography video containing a quote to do with dreaming.
This will create a buzz on the internet and newspapers and magazines will begin to pick up on the story.
This is what the splash screen will look like. Initially it will only show the date and the text above it. The apple logo animates to the sound of a heartbeat. On the specified date an enter button will appear and the user is free to explore the site.
This is the first page the user comes to after clicking on enter. The header images at the top of each page are animated using Flash. The lower right content area also uses Flash. The user is able to view thew different images by clicking on the thumbnails or the arrows. The images will fade in over two seconds when clicked on.