AT&T Design & Branding PLACES PRINT CAMPAIGN by BBDO New York, BBDO New York/ BBDO Atlanta

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Industry Telecommunications Services
Media Design & Branding
Market United States
Agency BBDO New York
Agency BBDO New York/ BBDO Atlanta
Chief Creative Officer David Lubars
Executive Creative Director Greg Hahn, Ralph Watson
Creative Director James Clunie, Pierre Lipton
Art Director James Clunie
Copywriter Pierre Lipton
Released December 2010

Credits & Description

Category: Illustration
Advertiser: AT&T
Product/Service: AT&T
Date of First Appearance: Dec 1 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)
Creative Director/Art Director: James Clunie (BBDO New York)
Creative Director/Copywriter: Pierre Lipton (BBDO New York)
Designers: James Clunie/Paul Wagner (BBDO New York)
Agency Producers: Mike Musano/Alok Nath (BBDO New York)
Art Buyer: Jasmine Batista (BBDO New York)
Account Team: Lianne Sinclair/Erin Welsh/Carolyn Phillips (BBDO New York)
Illustrators: Kustaa Sakai/Snarlik/Dan Stiles/Apak
Media placement: Full Page Spread - Forbes Magazine - 6 December 2010

Describe the brief from the client
The main goal of this campaign was to communicate to consumers that no matter where in the world you happen to be, your AT&T phone will be there working for you. Another goals were to modernize and re-energize a brand that many viewed as stiff and conservative.

Describe the challenges and key objectives
One of the challenges was to execute a captivating, powerful body of work to compete with the glut of phone (and general) advertising that’s already out there. It’s quite a crowded, somewhat confusing category, so the work really needed to stand out and very simply convey AT&T’s message of reliability the world over.

Describe how you arrived at the final design
The agency set up visual parameters as a guide to ensure that the product and the headlines were housed in roughly the same spot for each execution (to maintain a semblance of unity among the executions), but from there the artists were allowed to do whatever they thought would best bring the landscape to life. Ultimately, we wanted people in the airports (where these appeared, in addition to magazines) to stop and look at the work, as you would an interesting piece of art.

Give some indication of how successful the outcome was in the market
The campaign has been extremely successful in conveying the connectedness one is able to maintain from the far reaches of the globe and modernizing and presenting the brand in a renewed, more youthful light.