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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:
With small business confidence at record lows, AT&T Business knew we couldn’t run a typical B2B campaign.

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.