Apple saw this as the chance to speak to them in ways that would resonate, before any other brand. Honne and Tatemae (or your inner voice vs. your outward voice) was the concept.
I led two teams to create this campaign. There was a lot of back-and-forth presenting in English and Japanese to get both Aple Japan and Worlwide on board.It became an internal favorite, and an external one, too. The campaign ran two years in a row.