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2019 One Show - Moving Image Craft

Caleb

Agency BBDO / New York + Biscuit

Client AT&T
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Annual ID

OS_MI19102M

About the Work

While more than 95% of people recognize the danger in using their smartphones while driving, over 83% of drivers still do it. In order to close this gap, we needed to show the true consequences of such behavior. We worked carefully with victims' families, forensic artists, and visual effects teams to "resurrect" two boys who were killed in distracted driving accidents, so they could explain all that was lost in their own words. Online documentaries, shot by Errol Morris, explored the true depth of loss experienced by those left behind. The campaign was extremely impactful: 60% of viewers said the campaign would change their behavior. It garnered over 73 million media impressions and over 13 million views in less than a week. We effectively doubled the average engagement rate of all past AT&T brand advertising, helping the It Can Wait program surpass 20 million pledges to never drive distracted.