AT&T Design & Branding EVOLVE TV CAMPAIGN by BBDO New York

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Industry Telecommunications Services
Media Design & Branding
Market United States
Agency BBDO New York
Copywriter Rick Williams
Released December 2010

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: AT&T
Product/Service: AT&T
Date of First Appearance: Nov 12 2010
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Directors: Greg Hahn/Ralph Watson (BBDO New York)
Copywriter: Rick Williams (BBDO New York)
Art Directors: Ralph Watson/Paul Wagner/Jens Waernes (BBDO New York)
Agency Producer: Cori Boudin (BBDO New York)
Music Producer: Melissa Chester (BBDO New York)
Account Team: Tami Dimond/Lindsay Von Kameke/Josh Ball (BBDO New York)
Production Company/Editing House/Editor/Visual Effects Company: (PandaPanther)
Directors: Jonathan Garin/Naomi Nishimura (PandaPanther)
Music House: (Pulse)
Media placement: Blown Away (TV Spot) - ABC/CBS/FOX/NBC/BET/Bravo/CMT/CNBC/CNN/Discovery/ESPN/HCN/HGTV/LOGO/MTV/SYFY/TBS/TLC/TNT/TWC/USA/VH1 - 12 November 2010
Media placement: Faint (TV Spot) - ABC/CBS/FOX/NBC/BET/Bravo/CMT/CNBC/CNN/Discovery/ESPN/HCN/HGTV/LOGO/MTV/SYFY/TBS/TLC/TNT/TWC/USA/VH1 - 15 November 2010
Media placement: Love (TV Spot) - ABC/CBS/FOX/NBC/BET/Bravo/CMT/CNBC/CNN/Discovery/ESPN/HCN/HGTV/LOGO/MTV/SYFY/TBS/TLC/TNT/TWC/USA/VH1 - 12 November 2010

Describe the brief from the client
AT&T wanted to breathe new life into its retail messaging. Tagging all of their creative spots with lengthy promotional offers was creating clutter. They needed to simplify.

They wanted to stop treating retail as an afterthought, and give these claims and messages a life of their own.

Describe the challenges and key objectives
We set out to create something that both carried the weight of AT&T’s many retail duties, while embodying the “Rethink Possible” brand. AT&T needed a campaign that wasn’t just beautiful and recognizable – but uplifting and approachable.

Describe how you arrived at the final design
We developed Evolution, animations in which the characters have “evolved” traits based on the specific needs of our promotional offers. A large-eyed creature named “Wow” loves to behold new offers and devices, a fidgety multi-fingered guy named, “Tapps” loves to text and surf the web, etc.

The creatures were simple yet sophisticated, each with their own personalities, textures, and colours derived from AT&T’s brand pallet.

The world we created for them essentially combined colours and elements from AT&T’s brand library with a sparse, beautiful white world speckled with grassy mounds, flowers, smooth stones, and clouds.

Give some indication of how successful the outcome was in the market
Evolution became one of the most instantly recognizable campaigns of the year. And, the Windows Phones we featured became the three highest-selling models in the market.

And the cast of characters continue to show up to tell all sorts of consumer promotional messages – finding their way into digital, print, AR, even plush toys. New life forms that breathed new life into AT&T’s retail arm.