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.
Then all of the creative was pushed live, allowing the team to use actual results to determine the best approach. TBH, the measurement and media wasn't set up correctly, so it was difficult to determine a winner.
Role: Strategy and Concept, Agency Partnership - BBDO teams developed all creative

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