AT&T: THE LAST TEXT by BBDO New York for AT&T

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AT&T: THE LAST TEXT

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Industry Mobile Communications
Media Promo & PR, Case study
Market United States
Agency BBDO New York
Director Henry Alex-Rubin, Dan Price
Executive Creative Director Greg Hahn, Bill Bruce
Art Director Brandon Mugar
Copywriter Adam Reeves
Released June 2011

Awards

Cannes Lions 2011
Titanium and Integrated Lions - Silver

Credits & Description

Chief Creative Officers: David Lubars/Bill Bruce (BBDO New York)
Executive Creative Director: Greg Hahn (BBDO New York)
Art Director: Brandon Mugar (BBDO New York)
Copywriter: Adam Reeves (BBDO New York)
Executive Producer: Bob Emerson (BBDO New York)
Agency Producers: Jasmine Batista/Dale Henriques (BBDO New York)
Music Producer: Melissa Chester (BBDO New York)
Account Team: Gayle Weiss/Brandon Fowler/Kristen Roche/Maria Braswell (BBDO New York)
Retoucher: Steve Peters (BBDO New York)
Production Company: (Smuggler)
Director: Henry-Alex Rubin (Smuggler)
Director of Photography: Matthew Woolf
Production Company: (Verbatim Studios)
Director: Dan Price (Verbatim Studios)
Sound Engineers: Corey Bauman/Danny Artale
Music House: (Rumor Mill)
Composers: Josh Ralph/Corey Bauman
Editing House: (Number Six Edit)
Editors: Marrian Cho/Geoff Richmond/Mike Elliot (Number Six Edit)
Describe the campaign/entry:
As the nation’s largest cell phone carrier, AT&T wanted to educate the public about the danger of texting while driving. Our objective was to engage the driving public, especially teens, and make them see that texting and driving is a dangerous activity, and remind them that whatever the message is, it can wait.
Give some idea of how successful this campaign/entry was with both client and consumer:
The campaign helped alert people to the dangers of texting & driving, encouraged hundreds of thousands of families to sign our Facebook pledge, and garnered national media attention (including CNN, ABC’s Good Morning America, and The White House Blog).
The documentary has gained millions of hits on YouTube and, thanks to partnerships with several major safety organizations, is now included in driver’s education classes across the country.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
An integrated campaign using actual "last texts" (messages people were reading/writing when involved in a fatal auto accident) showing the huge impact these trivial messages had on people’s lives.
We used mobile, print, radio, social media, TV and film to tell the stories of lives ended or interrupted by a trivial text and reinforce AT&T’s message: "No text is worth dying over. TXTNG & DRIVING…IT CAN WAIT."