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    Desktop 6 for Mac Launch


    Its no secret that Mac users often don’t like PCs. But the reality is that there are some things they might need PCs for, and for those times they have Parallels.

    To launch the new Parallels Desktop for Mac 6, our task was to design new packaging and an ad campaign that presented an evolved consumer brand for the company and positioned them more closely with Apple. The packaging is simple and elegant, but builds off the brand’s red-bar brand asset. The ad campaign played off the Mac-user colloquialism, “I don’t do Windows,” in a lighthearted and confident way.