Android vs. iPhone

T-Mobile approached VML/Wunderman Seattle in 2012 to pitch ideas for a new advertising campaign for Android devices in anticipation of an upcoming iPhone launch. At the time, only AT&T sold iPhones and Android devices were the biggest market for T-Mobile.

Think Free!

In contrast to the highly controlled and restricted Apple iPhone development platform, Android has always encouraged collaboration with app developers and total customization by Android phone users.

Building on the idea of a restrictive environment for iPhone users, we developed a concept of “Think Free!”, celebrating the relative ‘freedom’ of the Android platform versus iOS. In order to bring excitement to the conversation, as well as to build on T-Mobile’s position as the underdog of the big four US cell phone providers, the campaign referenced revolutionary and propaganda-like imagery and language. This set of posters, were a part of the “Think Free!” pitch, and were never used for consumer-facing promotions.