Apple
Apple Trade In lets you turn your current device into credit toward a new one. I developed a campaign delivering a clear and empathetic message, highlighting the program's benefits at the perfect moment.
REGION
USA
COMPANY
Apple
SOFTWARES
Photoshop, After Effects
YEAR
2019
Give devices a new life
The right message at the right moment
A campaign that meets users exactly when their device starts showing its age — turning frustration into opportunity.
Sustainability and brand responsibility
The campaign reinforced Apple's commitment to sustainability and social responsibility — giving old devices a purposeful second life.
Campaign principles that connect product benefit to emotional timing
1
Clear, empathetic core message
Free
Devices recycled at zero cost
Apple Trade In campaign — 2019
Turning device fatigue into brand loyalty
By meeting users at a moment of need, the campaign transformed a transactional product program into a meaningful brand gesture.