The Drum Awards Festival - Extended Deadline

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Client: AT&T
Date: Feb 2018
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This week, AT&T introduces new advertising which brings to life how AT&T’s set of products and services enables greater value and better customer experiences. The platform is called 'More For Your Thing.' Whether it be great deals on the latest mobile devices, access to great entertainment through DirecTV or greater internet speeds so you can download your favorite content, AT&T states that it is giving its customers more.

Research has revealed that people don’t just want more stuff, they want more of what matters. They give time to brands and services which short-cut efforts, open their eyes to new possibilities, make them feel special, and make every moment more meaningful. So AT&T’s new national consumer campaign focuses on the individuality of its customers’ passions.

The campaign launches with a 60-second anthem spot that demonstrates the many different ways people express their thing, whether it's how-to-fix-it videos online, chatting with your kids on your extended work trip, or spending an entire day watching your favorite show. It will then be supported by a wide range of product-specific ads that focus on all the ways AT&T delivers what matters to your thing – from unlimited plans for binge watching, to high speed internet service to help you connect and share with friends, to smart WiFi with no dead zones…and more.

Work will run both online and off, and each of the ads has been customized to appeal to various consumer targets, right down to the choice of music accompanying each message.


Agency: BBDO, Hearts & Science, Organic

Client: AT&T

Title: “More For Your Thing”

Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Executive Creative Director, BBDO: Matt MacDonald

Executive Creative Director, Organic: Frank Dattalo

Senior Creative Director, BBDO: David Povill

Senior Creative Director, BBDO: David Cuccinello

Senior Art Director, BBDO: Jono Moore

Senior Copywriter, BBDO: Elaine Kelch

Junior Copywriter, Organic: Dani Silveri

Producer, BBDO: Angela Narloch

Producer, BBDO: Victoria Wills

Managing Director, BBDO: Doug Walker

Senior Director, BBDO: Stacia Parseghian

Account Director, BBDO: Andrea Bass

Assistant Account Executive, BBDO: Leah Pozin