Many Android owners want to switch to iPhone but think the process of switching phones and moving all your content is too complicated. Our goal was to show them how simple switching to iPhone is. And once you do switch to iPhone, the experience is much better. Though it’s a competitive campaign, we wanted the tone to feel welcoming, confident and whimsical, without ever making fun of Android customers. Placement-wise, the work ran on digital and social media platforms and was targeted to people who use Android phones.