Design

BBDO Ad: A Mom’s Social Media Post Shatters Lives

A Simple Distraction Leads to Devastating Consquences

By Ann-Christine Diaz

ATT_ItCanWaitClosetoHome15

AT&T’s “It Can Wait” campaign hasn’t pulled any punches in educating cellphone users about the dangers of texting and driving. Previously, the company and BBDO New York tapped director Werner Herzog to document the lives of real people whose lives were shattered by texting-related accidents. Now, to mark the campaign’s fifth anniversary, they’ve created this beautiful, but horrifying film that shows how not just a text, but any smartphone activity while driving, can endanger users and those around them.

Directed by Anonymous Content’s Frederic Planchon, the longform ad depicts what starts out as an average day in the lives of six different characters: a boy rides his bike through town, a woman gets her child ready to go out and chats with her husband on her cellphone as they go to run errands. But when the mother quickly glances down at her social media post while on the road, the “minor” distraction turns out to have tragic consequences involving the entire family.

The new film is part of an integrated campaign launching this week that also includes 30-second spots, online teasers and a 3D virtual reality simulator that all show the potential fatal consequences of engaging with your phone while driving….

Credits.
Agency:
BBDO New York
Chief Creative Officer, Worldwide:
David Lubars
Client:
AT&T
Chief Creative Officer, New York:
Greg Hahn
Executive Creative Director:
Matt MacDonald
Senior Creative Director:
LP Tremblay
Senior Creative Director:
Erik Fahrenkopf
CD/Art Director:
Grant Mason
CD/Copywriter:
Kevin Mulroy
Director of Integrated Production:
David Rolfe
Group Executive Producer:
Julie Collins
Executive Producer:
Dan Blaney
Music Producer:
Melissa Chester
Senior Integrated Business Manager:
Cristina Blanco
Managing Director:
Mark Cadman
Senior Account Director:
Brian Nienhaus
Account Director:
Gati Curtis
Account Manager:
Johnny Wardell
Account Executive:
Sigourney Hudson-Clemons
Production Company:
Anonymous Content
Director(s):
Frederic Planchon
Executive Producer:
Eric Stern
Producer:
Paul Ure
Director of Photography:
Jody Lee Lipes

Read More…

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About Zoran Opalic

Professional in design and publishing industry. Conceptualize and orchestrate designs and redesigns that effectively reinforce and build brand images. Proven ability to drive record-high campaign in increasing publication sales and execute successful product launches...

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