Big typography was paired with hero product images. We were mindful of the different areas, with different type lockups built for Hong Kong, Singapore and Taiwan.

Launching with the campaign was a Special Edition Beats Solo3 Wireless On-Ear Headphone. The headphones sold out almost immediately after the launch of the Gift Guide.

Each year for Spring Festival, Apple partners with a well known director to release a short film shot on iPhone. This year it was Peter Chan and the film was titled "Three Minutes"