Finalist
Ambient & Activation
Direct Marketing - Consumer
| Entrant: | DAVID, Miami |
| Brand: | Android |
| Title: | "iPager" |
| Corporate Name of Client: | |
| Client Company: | Android, Los Angeles |
| Client Company VP, Platforms & Ecosystems Marketing: | Nick Drake |
| Client Company VP, Global Integrated Marketing: | Adrienne Lofton |
| Client Company Senior Director, Marketing: | Menaka Shroff |
| Client Company Senior Product Marketing Manager: | Alex Horowitz |
| Senior Client Brand Manager: | Blake Bensman |
| Client Company Director of Brand Marketing: | Jason Fournier |
| Client Company Global Group Creative Lead: | Alicia Marder |
| Client Company Director, Activations & Engagement: | Jackie Titus |
| Client Company Senior Brand Activation Lead: | Brendon Holder |
| Client Company Social Marketing Manager: | Jesse Cohen |
| Client Company Senior Partner Marketing Manager: | Marissa Haby |
| Client Company Partner Marketing Programs Manager: | Liza Kahn |
| Client Company Marketing Manager: | Victoria Goolnick |
| Client Company Program Manager: | Rachel McConnell |
| Agency: | DAVID, Miami |
| Global Chief Creative Officer: | Pancho Cassis |
| Agency Global COO: | Sylvia Panico |
| Agency Managing Director: | Carolina Vieira |
| Chief Creative Officer: | Rafael Donato |
| Group Creative Director: | Alejandro Juli |
| Associate Creative Directors: | Bruno Reis/João Corazza/Georgia Taylor/Sarah Dembkowski |
| Copywriter: | Bruno Reis |
| Art Director: | João Corazza |
| Agency Graphic Designer: | Valeria Moreno |
| Agency Head of Production: | Brenda Morrison Fell |
| Agency Producer: | Thiago Zveiter |
| Agency Senior Producer – Influencers Endorsement: | Natasha Louckevitch |
| Agency Chief Innovation Officer: | Toni Ferreira |
| Agency Social Media Manager: | Mafe Maceda |
| Agency Chief Strategy Officer: | Paula Vampre |
| Agency Brand Strategist: | Brooklyn Carey |
| Agency Strategy Director: | Annie Rowe |
| Agency Business Director: | Mariana D’Aprile |
| Operational Manager: | Larissa Cocchiaro |
| Agency Account Executive: | Patricia Menendez |
| Agency Account Supervisor: | Isabella Carrión |
| Agency Director of Business Affairs: | Barbara Karalis |
| Agency Group Account Director: | Gabriella Hellbrugge |
| Agency Business Affairs Manager: | Catalina Peña |
| Agency Corporate Communications Director: | Sandra Azedo |
| Animation Company: | Masters & Savant, Johannesburg |
| Creative Director: | Chris Lockhart |
| Animation Producer: | Kelsey Calder |
| Animators: | Sean Frawley/Yolandi Meiring |
| Compositor: | Yolandi Meiring |
| Production Company Senior 3D Animator: | Gerbrand Nel |
| Editor: | Sean Frawley |
| Production Company Finishing Artist: | Sean Frew |
| iPager Kit: | Baby Lion Media |
| Executive Producer: | Ramon Nuñez |
| Creative Director: | Digby |
| Senior Producer: | Brett Annese |
| Associate Producer: | Lisa Morel |
| Product Photography: | Adrian Mueller |
| Fabrication: | Ketama Collective |
| Executive Producer: | Nicolas Ferrero |
| Senior Producer: | Maria Saravia |
| Lead Engineer: | Agustin Mende |
| Industrial Designer: | Thiago Quirici |
| Electronic Engineer: | Alejandro Kruchowsky |
| Packaging Design and Production: | Azul Cadenas |
| Fabrication Supervisor KTM: | Hernan Gural |
| Render Artist KTM: | Diego Mendoza |
| Music Production Company: | Marmoset, Portland |
| Music Producers: | Katy Davidson/Tim Shrout |
| Music Arrangers: | Greg Jong/Graham Barton |
| Music Supervisor: | Rachel Basile |
| Music License: | Mayflower |
| Music Manager: | Josh Lieb |
| Director, Music & Brand Partnerships: | Pete Merriman |
| Senior Director, Music: | Danny Simon |
| VP of Talent Procurement: | Ian Weintraub/Kerri Green |
Description:
In the U.S., people prefer phone-native texting instead of apps like WhatsApp or Telegram. However, Apple runs two messaging systems: one is iMessage – which only works in messaging between iPhones – and the other is an old tech called SMS, exclusively used to talk to Android phones. This is littered with issues and lacks lots of modern texting comforts, like pixelated photos, blurry videos, no encryption, etc. The problem? Android is blamed. How can we persuade Apple to stop forcing iPhones to use SMS technology and switch to the modern industry-standard, RCS? We needed to show that Apple was the root cause of all their “green bubble” woes due to dated technology – precisely 30 years old. So, in September 2023, when all eyes were poised on Apple as they launched their newest tech, we launched iPager: a mock Apple product that emphasized the irony of Apple still using SMS, the same old tech found in the new iPhones. Not only did we change people's thinking, but we also changed the future of Apple's messaging system, which has finally announced that it will adopt RCS in 2024.