What it is: An AT&T campaign aimed at ending distracted driving. Aka get off your phone.

Why it matters: Instead of starting with an anthemic television commercial and mobile cutdowns, we partnered with BBDO to use Facebook as a live testing tool - building multiple ways to articulate three ways in:

1.You drive differently when someone is in the car.
2. Everything can wait.
3. Distracted driving is an addiction.

While this agile approach to learning was novel, AT&T kind of lost the thread and couldn't stop making new versions. 

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