iWILL

Apple’s Digital Legacy feature lets you pick the lucky few who can raid your iCloud after you’ve… stopped paying your iCloud bill. It’s basically a will but instead of the house and the cat, you’re leaving behind 14,000 blurry concert photos, some killer playlists, and that draft novel you swear you were “just about to finish.”

This campaign shows you should plan for your data the same way you plan for your jewellery, your furniture, and your collection of badly named Word docs.

Apple already keeps your memories safe while you’re alive now, it’ll keep them safe when you’re not.