King Street across from Shopify’s HQ in Toronto.



Privacy, that’s iPhone.



Part of a cheeky billboard campaign designed to highlight Apple's approach to data privacy, the ads, featuring the tagline "Privacy. That's iPhone," were strategically placed near Google Sidewalk Labs' Toronto headquarters and Shopify’s HQ. 

This move underscored the public's growing concerns over data privacy, fuelling the debate about the Sidewalk Labs project and its implications for personal data security. The project faced significant public opposition, with thousands of people expressing concerns about data collection and potential misuse of personal information. 

Consequently, Google canceled the project. Despite its cancellation, the initiative sparked important conversations about the future of urban development and smart cities.
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Copywriter

Client / Marcom

Apple

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