How we made an MV all of Vietnam's youth copied. 

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Behavioural insight:
Vietnamese youths rally around 'crew culture' - Art, music and dance collectives who shape and define what goes viral in culture. We tapped into that energy to put iPhone in the heart of youth culture and in the hands of young Vietnam. 

Idea: 

To do this, we collaborated with Vietnam's hottest pop artist, Wren Evans and the Nation's biggest dance crew, Bhuoc Nhay, to make an MV for Wren's hit single that could be remade by thousands of fans. 

One dance, shot 3 ways with iPhone's best features - Action Mode, 5x Zoom, Slow Mo. Reshot by people across Vietnam. 

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Results & Impact: 
59M UGC Views, 330M hashtag reach & thousands of fan edits that doubled campaign reach. 
No. 1 YouTube Music (YT is Vietnam's most popular music platform) & No. 1 Apple Music. 
62M YT Views
+52% YoY iPhone searches during campaign.