Finalist
Use of Social Media & Influencers
B2B Communication
Entrant: | Critical Mass, Calgary |
Brand: | AT&T |
Title: | "Sleep with Rain" |
Corporate Name of Client: | AT&T |
Agency: | BBDO New York, New York/Critical Mass, Calgary |
Agency President: | Rachel Nairn |
Chief Creative Officer: | Matt Miller |
Executive Creative Directors: | Ash Tavassoli/Rafa Gonzaga |
Group Creative Directors: | Carissa Levine/Jose Eslinger |
Creative Directors: | Jordy Molloy/Chris Santaiti/Terry Lee |
Associate Creative Directors: | Jazz Cabau/Juan David Arboleda/Ben Benchitrit/Jaymie Senga |
Copywriter: | John Olson |
Senior Art Director: | Arion Lapuz |
Art Directors: | Alice Sladek/Felix Lundqvist |
Agency Designer: | Mateo Hernandez |
Agency Executive Producers: | Andrew Tucci/Matt Marty/Ashlye Vaughan/Hannah Thompson |
Agency Senior Producers: | Sylvia Brach/Tommy Costello |
Agency Producers: | Ashley Lipham/Michele Tonogan/Harvey Lewis/Ryan Leason/Marinna Breda/Sahar El-Kadri |
Agency Creative Technologists: | Euro Rincon/Ryan Leason |
Agency Project Managers: | Beeb Mackie/Tianna Balodis/Xavier Cuadra |
Agency Chief Strategy Officer: | Tim Millar |
Agency Brand Strategists: | Trae Watlington/Enda Conway |
Agency Strategic Planners: | Sahar Mehdi/Noah Cook |
Agency Business Director: | David Matzker |
Agency Senior Account Executive: | Sha Shroff |
Agency Account Executives: | Abby Osborne/Anna Medley/Sarah Wright/Tricia Santos |
Agency Account Directors: | Rose Freitag/David Jacks/Elisabeth McMenamy |
Agency Account Managers: | Niki Lohr/Mariah Garner |
Production Companies: | Smuggler/Jane TV |
Director: | Mark Molloy |
Director of Photography: | Adam Arkapaw |
VFX Company: | Jane TV |
Edit Facility: | Work Editorial |
Editors: | Stewart Reeves/Martin Leroy/Niles Howard |
Sound Design Company: | Lime |
Music Production Company: | ADLA |
Music Composer: | Cristobal Tapia de Veer |
Description:
Instead, we launched a completely new business led by a group of people who have a history of running a terrible business (The Office).
The missing piece: AT&T Business. We tapped into business decision-makers’ sleep deprivation behavior to create our product: a talking pillow, designed to help people sleep, with Rainn Wilson’s voice.
When the hype about the new company run by Rainn Wilson, Jenna Fischer, Craig Robinson, Brian Baumgartner, Kate Flannery, and Creed Bratton was at its peak, we dropped our 6-minute episode showing the struggles and anxieties of ‘Launch Day’ — the same that business owners face every day.
And how AT&T Business can have their backs and give them the confidence that, when it comes to connectivity, AT&T can help anyone succeed.