It turns out Apple relied on whimsical puppetry to convince Android users to switch to iPhone for a few years. If you haven't experienced it, the ad campaign is unlike any other marketing campaign from Apple.
Associating the iPhone with Japan's appreciation for craftsmanship and artistry likely created positive sentiment for potential customers who experienced the ads.
"It was an overwhelmingly positive experience, partially because we had so much creative freedom-which I know you may find surprising. They just liked our style and trusted our creative process. By far it was one of the most fun campaigns I've worked on."
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