AT&T It Can Wait 2017
Distracted driving is an epidemic facing America, causing over 3400 deaths and 390,000 injuries every year. Even more troubling: 81% of drivers believe that using a phone behind-the-wheel is dangerous, but 85% do it anyway.
AGILE creative test
It Can Wait 2017 was our opportunity to challenge culture and save lives, by shaking drivers out of their bad habits so that they’ll use phones responsibly when behind-the-wheel.
Unlike previous years’ integrated programs, we partnered up with Facebook and BBDO to experiment with different insights that all ladder up to an overarching strategy.
The results are still rolling in but, we know that millions of people are engaging with the content like never before. This will give us a clear roadmap and plan for getting people to think twice and put down their phone while driving.
People think that when they’re alone in the car, their distracted driving isn’t endangering anyone. We created a spot to show what happens when people realize this hypocrisy — a moment too late.
There’s no reward for ignoring your phone while driving but we thought there should be.
When you’re on the road, it’s easy for other cars can feel like obstacles. Using the recognizable vantage point of side mirrors as our container for this content, we worked to humanize the cars on the road.
We all know that reaching for your phone while you’re driving is dangerous but we still do it. We wanted to show people just how irrational that decision can be.
There’s nothing worse than the feeling of disappointing your mom. So we made people think about her reaction the next time they reached for their phone while driving.
People think they can text and drive. But the reality is, your concentration drops by half when you try to drive and use your phone. We’ll empower people to be 100% there again.
People have a hard time seeing how a small social interaction can have a devastating impact on the road. We wanted to make it as clear as possible.
The most powerful line in AT&T's 2016 long-form creative spot was “Never with kids in the car.” We wanted to show the world that distracted driving is never okay, even if it’s just you in the car.
You know that impulse to check your phone? That’s your brain being doped up on dopamine. We wanted to educate people on the addiction so they can make smarter decisions behind the wheel.
We showed drivers how their phone stimulates dopamine hits by introducing them to: The Brain.
When you’re driving on the road, other people’s lives are in your hands. We reminded people of just that.