Movistar Swap: The Beautiful Feeling of Always Having Something New
Client
Capabilities
Date
20/10/2026
There's something truly special about getting something new. But what if we could experience that feeling again and again?
Movistar challenged us to develop a communications platform that would connect its Movistar Swap service with the emotions that come with getting a new iPhone. The goal was to showcase a proposition that allows customers to access the latest iPhone models through a monthly payment plan and upgrade every two years, turning a functional benefit into an emotionally engaging experience.
The project also marked the beginning of our creative partnership with Movistar, following eight years of working with Telefónica in Spain.
"Enjoy the beautiful feeling of always having something new."
We started with a universal insight: the best thing about getting something new isn't simply owning it, but everything we get to experience because of it.
Building on this idea, we created a new creative platform for Movistar Swap that connects technological innovation with people's everyday experiences. An approach that celebrates the excitement, curiosity and endless possibilities that come with getting a new iPhone.
The platform came to life through two integrated campaigns: the first focused on the iPhone 17, followed by a second campaign accompanying the launch of the new iPhone 18 Pro.
Both campaigns were brought to life through a 360° communications strategy, spanning traditional television, connected TV, digital out-of-home, large-format outdoor advertising, audio, digital channels and social media.
One consistent, flexible creative idea designed to work seamlessly across different formats and campaign moments.
With Movistar Swap, we transformed a device access and upgrade proposition into a communications platform built around a universal emotion: the joy of getting something new.
The two campaigns communicate the service's benefits in a relatable and engaging way, reinforcing Movistar's positioning as a brand that makes the latest technological innovations more accessible.
Developed collaboratively by the Movistar and VCCP Spain teams, the project represents a new milestone in our relationship with Telefónica and the beginning of an exciting creative chapter alongside two iconic brands: Movistar and Apple.
Because technology keeps evolving, but the excitement of something new never gets old.