If I’m Being Honest
If I’m Being Honest is a campaign about radical vulnerability in a world addicted to pretending. Built utilizing concise, clever confessions, each visual companions brutal truths with blissful smiles. From performative wellness to curated confidence, this Apple campaign exposes the private absurdities we publicly deny. It’s witty. It’s daring. It’s disturbingly relatable. In an age of cunning deception and strategic emotional branding, honesty might just be the most unorthodox, revolutionary, subversive rebellion left. Here, truth doesn’t hurt, it emancipates. And for once, it even looks good. Apple invites you to drink from the nectar of euphoria by choosing honesty over illusion.
The Honesty Hotline
The Honestly Hotline is a global installation offering live, intimate calls with a real human, developed for anyone who’s seething to release the truth. No judgment. No consequences. Entirely confidential. Simply the rapturous relief of finally saying what you feel. The hotline exists as a moment of release, a soft, human escape from the pressure to pretend. Because being honest is more than just brave… it’s bliss.
Swipe Less, Feel More
This is a designated attack, striking against the unconscious scrolling that numbs and alienates us from ourselves. This movement deploys content meant to interrupt the feed with clarity. One question at a time, we break the trance of suffocating consumption, inviting people to confront what they’re avoiding. Designed to stop the scroll and start something real: introspection, honesty, presence. Because before you keep pretending, you should probably ask yourself why.
You’re not Alone
Drowning in a digital world full of noise, Apple is choosing to listen. Through a dedicated social listening campaign, Apple uses its platforms to quietly engage with users posting about high stress, overwhelm, and emotional crises, not with automated replies, but with real, thoughtful support. This is more than a check-in. It’s a commitment to showing up when people need it most. No pressure. No performance. Just a reminder: we’re here. And you don’t have to hold it all alone.
Times Square Takeover
In the loudest, most performative place on Earth, Apple is making room for something rare: the truth. Times Square becomes the stage for a different kind of message, not to sell, but to invite. At the height of the day, surrounded by lights, logos, and curated perfection, one line cuts through it all: “Say what you’ve never said.” This is permission to drop the act, even here, especially here. In a sea of disguises, Apple creates a moment for something real.
CUT + Apple: Truth or Drink
In this collaboration, CUT and Apple team up to explore honesty through a more entertaining lens, where vulnerability meets vodka. Couples, friends, and exes ask each other raw, unfiltered questions. Answer truthfully… or take a drink. Every sip speaks volumes. Designed to make honesty more playful (and harder to avoid), the series proves that whether spoken or swallowed, the truth always finds its way out.
The Mic Is Yours
Apple’s open mic nights are holy grounds for the unbearable. During these sacred ceremonies, embarrassment is devotion. Vulnerability is the flame. Each speaker bathes in the light, carrying a truth that stains the throat, and releases it before a silent, watching room of strangers. Open mic nights blister. They bless. A trembling voice becomes scripture. A rosy flushed face becomes sacrifice. Pride burns to smoke. Masks disintegrate. This is not expression. This is exorcism. The altar is a microphone. The offering is you. And the reward, when the honesty finally leaves your mouth, is the kind of freedom that only truth can summon.