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The Last Text Integrated Campaign

基本信息
行业: 专业与公共服务
媒体:影视
投放:美国
风格: Minimalism
说明cnen
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."
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
创意总监:
文案:
美术指导:
制作公司:
制片:
导演:
摄影指导:
剪辑:
音乐:
修图:
其他职位:Account Team: Gayle Weiss/Brandon Fowler/Kristen Roche/Maria Braswell
Sound Engineers: Corey Bauman/Danny Artale
Composers: Josh Ralph/Corey Bauman
奖项
戛纳国际创意节 2011
银奖 整合营销钛狮
Titanium and Integrated
The One Show 2011
铜铅笔 品牌包装
最新更新
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