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Shocking AT&T Campaign Delivers a Powerful Message on Texting While Driving

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Anonymous Content's Frederic Planchon directs hard-hitting film for the 'It Can Wait' campaign

Shocking AT&T Campaign Delivers a Powerful Message on Texting While Driving

This year marks AT&T’s fifth anniversary of the award-winning, cause-related It Can Wait campaign. For years, AT&T has been focused on curbing texting while driving, but a recent survey found that 7-in-10 people engage in smartphone activities while driving, sparking the campaign to evolve to include other forms of smartphone distractions including social media, web surfing, video chatting, email and more.

Now, AT&T is taking that message one step further with a modern day, integrated and technologically savvy cross-platform campaign, by highlighting the growing usage of smartphones from behind the wheel.  The idea:  no use of social media, web surfing, video chat, email, etc. is worth a life. 

Created in partnership with BBDO, AT&T’s creative agency partner, the multi-media campaign launches this week and includes 30 second spots, online teaser ads, a longer-length companion digital piece and a 3D virtual reality simulator, all designed to capture a more lifelike experience of the potentially deadly consequences of glancing at your phone while driving. The different components will run on AT&T’s social media channels such as Facebook, Twitter and YouTube in addition to one of the 30 second ads that will run on TV.

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Post Production / VFX

2D Artist: Heather Kennedy, Sungeun Moon, Yoon-sun Bae, Marco Giampaolo

Colourist: Aline Sinquin

Head of Production: Sean Costelloe

Post Production Company: The Mill

Pre-Viz: Jeffrey Lee

Producer: Nirad ‘Bugs’ Russell

VFX Supervisor: Gavin Wellsman

Compositor: Michael Smith; Chris Sonia, Keith Sullivan

2D Lead: Gavin Wellsman; Krissy Nordella

Production Company

Director: Frederic Planchon

DOP: Jody Lee Lipes

Executive Producer: Eric Stern

Producer: Paul Ure

Production Company: Anonymous Content


Composer: Rob Simonsen

Executive Producer: Dain Blair

Music Production: Grooveworx

Sound Design: Brian Emrich

Sound Mix: Steven Rosen @ Sonic Union


Edit Assistant: Adam Witten and Trevor Myers

Edit Company: WORK Editorial

Editor: Rich Orrick

Executive Producer: Erica Thompson

Online Editor: Charlotte Carr

Producer: Sari Resnick

Creative Agency

Account Executive: Sigourney Hudson-Clemons

Art Director: Grant Mason

Business Manager: Cristina Blanco

Chief Creative Officer: Greg Hahn

Copywriter: Kevin Mulroy

Creative Agency: BBDO New York

Director of Integrated Production: David Rolfe

Executive Creative Director: Matt MacDonald

Executive Producer: (Group) Julie Collins, Dan Blaney

Managing Director: Mark Cadman

Producer: (Music) Melissa Chester

Senior Account Director: Brian Nienhaus

Worldwide Chief Creative Officer: David Lubars

Genres: Storytelling

Categories: Mobile Network, Consumer Electronics

BBDO New York, Mon, 20 Jul 2015 09:27:12 GMT