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Apple《The Greatest》

Anonymous 2023-06-21
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梁玟玟 自由撰稿人 关注
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案例评分: 8.7 分 / 共43人评分

据戛纳创意节官方消息,苹果《The Greatest》获得2023戛纳创意节Entertainment Lions for Music全场大奖


去年12月3日国际残疾人日,Apple发布了一支名为「The Greatest」的短片。残疾人出现在广告中的形象要么展现其励志的画面,要么呈现其痛苦的身心,但这支短片丝毫没有把残障人士当成弱势群体,以轻快的音乐烘托积极的气氛,呈现科技的温度。



短片展现了七位患有不同残疾(视力、听力、行动能力、认知能力)的人,他们在 Apple 设备一系列技术的帮助下驾驭日常生活的情景。他们是音乐家、运动员、摄影师、艺术家,盲人也可以弹奏钢琴,没有双臂也可以化妆、开车,聋哑人也可以“听见”孩子的哭声,帕金森患者也可以成为艺术家...... 通过呈现他们的日常,展现Apple系列设备上的辅助功能为生活带来的无障碍体验。


视频重点介绍了iPhone、iPad、Mac和Apple Watch上可用的辅助功能,展示了门检测、声音识别、语音控制、旁白和朗读屏幕等等功能。其官方描述:在Apple,我们认为无障碍是一项人权。“门检测、声音识别、语音控制等创新功能让你以最适合自己的方式使用设备。”


广告的配乐是 Marliya Choir(澳大利亚土著女歌手团体)的《I Am the Greatest》(我是最伟大的),由 Spinifex Gum 演唱。歌词取自穆罕默德·阿里(美国拳击运动员、拳王,后患帕金森氏病)的名言“我即伟大”。


或许正因为其乐观的基调,更让人感动、温暖、振奋人心,这才是科技的意义所在吧。



THE GREATEST-2.png




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所属行业

数码、通讯

形式类别

影视

所在地区

美国

时间

2023-06-21

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