Apple puts its white bag on holiday billboards around the world

‘Wonder Awaits’ campaign extends to the walls of Apple Stores, as well as online and social

Published On
Dec 13, 2023
Billboard in NYC showing Apple's white bag

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Minimalism is Apple’s stock-in-trade, and its new holiday billboards don’t even show any product—just the white bags they come in.

The holiday campaign, titled “Wonder Awaits,” features bags with a holiday bow. A 3D-looking (though not actually 3D) ribbon handle drapes down. The ads play on the anticipation of a gift, rather than the gift itself—which is what so much of the holiday season is about anyway.

In addition to the New York City billboard above, there are executions in Chicago and Los Angeles (see those below), as well as Paris and Munich.

Apple holiday bag billboard in Chicago

Apple holiday bag billboard in Los Angeles

The campaign extends to the walls of the Apple Stores, as well as online and in social.

Other brands have used their recognizable packaging in advertising efforts, from the Bloomingdale’s bag to the Tiffany box. Earlier this year, we also saw Ikea create giant versions of its iconic blue shopping bag for out-of-home executions. 

The Apple OOH work follows its 2023 holiday commercial, which used a mix of live action and stop motion to tell a story of a woman’s complicated relationship with her grumpy boss at work.