Apple’s Green Notebooks
Apple is promoting the new line of MacBooks as the Green Apple Family – linked with the claim that the notebooks’ aluminum and glass enclosures are completely recyclable, are engineered to be so efficient they run on a quarter of the power of a single light bulb, and without the harmful toxins found in other computers. Apple’s site, dedicated to the new marketing line, highlights the use of arsenic-free glass, mercury-free LED backlit display, BFR-free internal components, PVC-free internal cables, highly recyclable aluminium and glass enclosure, and up to 41 percent smaller packaging.
A simple commercial shows the MacBook, with green grass on the screen, revolving around under animated symbols of environmental friendliness. Music used in the Green Notebooks commercial is a selection from “Run” by Broadcast 2000.
Click on the image below to play the video.
The Green campaign was developed at TBWA\Media Arts Lab by chief creative officer Lee Clow, executive creative directors Duncan Milner, Eric Grunbaum, creative directors Jason Sperling, executive creative director/art director Scott Trattner, associate creative directors/art directors Chuck Monn, Nathan Iverson, senior copywriter Krista Wicklund and agency producers Anne Oburgh, Perrin Rausch.