For years, Apple refused to update their text tech to RCS, causing a bunch of communication nightmares between iPhones and Android in the USA.
In 2024, they finally adopted it, but we knew they wouldn't make a fuss about it. So we did.

We launched a whole campaign based on the green/blue bubbles every American
was already used to seeing, as a fun and simple way to visualize what’s improving
in this new era of texting, starting with one of the biggest problems:
pixelated images.

But we didn't stop there.
We had to show everything that Apple was denying its customers, just by not wanting to adopt a tech created by Google, such as adding people to existing groups.

For non-Americans, it may sound crazy, but even reacting in messages
wasn't like in the rest of the world.

And of course, even though they fixed a lot of things, they didn't want to adopt everything from the RCS.
So we made a list of what was missing so they wouldn't forget it in the next update.

And we went beyond films, using all social media to expose
what Apple wanted to do almost in secret.

• 1st
  Android campaign of the year
• 2nd
  Biggest campaign in brand's history
• 856M
  Impressions
• 28.1M
  Earned reach
• +22.1K%
  Owned Performance