Apple Put Giant Dancers on Buildings Around the World for AirPods Pro Launch

Initially unbranded, the art is now a product campaign

Apple's classic Silhouettes, for the iPod, have a spiritual descendant in the brand's latest out-of-home work, featuring large-scale dancers who originally appeared as unbranded art—but were just outfitted with the brand-new Airpods Pro headphones. 

The marketing for the original Airpods was always about movement, with spots like the one starring Lil Buck from early 2017. The new work, much like the new product, is a similar idea but on steroids—or perhaps growth hormones. 

Images of enormous dancers appeared out of the blue recently on buildings in London, Tokyo, Paris, Dubai, Milan and elsewhere. Starting today, the AirPods Pro were being added to each dancer's ears, completing the global outdoor campaign for the product. 

Check out the work below. 

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. Previously, he was creative editor at Adweek.

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