Gold
Evolution
Technology Development
| Entrant: | Translation, Brooklyn |
| Brand: | AT&T |
| Title: | "AT&T 5G Helmet" |
| Corporate Name of Client: | AT&T, Dallas |
| Global Chief Marketing Officer: | Kellyn Smith Kenny |
| Client Company Senior VP Advertising & Retail Marketing: | Valerie Vargas |
| Client Company VP, Advertising & Social Media: | Marc Burns |
| Client Company Director, Advertising Marketing: | Taylor Laughlin |
| Client Company AVP, Advertising & Social Media: | Lianne Sinclair |
| Client Company AVP, Advertising Strategy & Innovation: | Melissa Smith |
| Client Company AVP Communications & PR: | Sarah Donohue |
| Client Company Director Communications & PR: | Alyssa McGovern |
| Client Company Lead Manager Communications & PR: | Ariane Arroyo |
| Supporting Partner Company: | Gallaudet University, Washington, DC |
| Agency: | Translation, Brooklyn |
| Agency Chief Executive Officer: | Steve Stoute |
| Chief Creative Officer: | Jason Campbell |
| Creative Directors: | Rene Schultz/Jacob Norremark |
| Creatives: | Mikio Bradley/Brad Warsh |
| Agency Art Producer: | Wylie Moran |
| Agency Head of Production: | Alison Hill |
| Agency Group Executive Producer: | Leyla T. Rosario |
| Agency Executive Producer: | Christina Carter |
| Agency Associate Producer: | Victoria Jean-Pierre |
| Agency Director of Project Management: | Matt DeSimone |
| Agency Chief Marketing Officer: | Chaucer Barnes |
| Agency Chief Strategy Officer: | Sandi Preston |
| Agency Account Executive: | Katelyne Maroney |
| Agency Executive Group Account Director: | Vince Grover-Scicchitano |
| Agency Account Director: | Casey Warendorf |
| Agency Head of Client Service: | Susanna Swartley |
| Agency Executive Director of Context Planning: | Joel Rodriguez |
| Agency Group Project Management Lead: | Sadie Langemo |
| Agency Group Context Director: | Emily Dods |
| Agency Senior Context Planner: | Blair Ringgold |
| Production Companies: | Love Song/The Mayda Creative Co, New York/Squad47, Maryland |
| VFX Company: | Mathematic |
| Edit Facility: | Cut & Run |
| Color Company: | Company 3 |
| Sound Design Company: | Barking Owl |
Description:
The question we thought to be much more interesting was, “What can we create to show how AT&T connects people to greater possibilities?” What new thing can we make possible today that wasn’t possible before?
Answered correctly, that question could launch work in AT&T’s pantheon of firsts (first telephone, first call to the Moon) that has earned AT&T its historical reputation as a hub of innovation.
We sought out opportunities to differentiate 5G, and one really grabbed us. It had the benefit of being located in a cultural theater that AT&T had been a dominant force in for years: college sports and, specifically, college football.
AT&T's partnership with Gallaudet University for a 5G-connected football helmet revolutionizes communication for Deaf and hard of hearing athletes.
This initiative bridges the gap between technology and human connection, offering a real-time visual play call system.
Through extensive engineering, the NCAA-approved helmet enhances game integration for Deaf and hard of hearing players, marking a significant stride in inclusivity in sports.
The campaign got massive attention, but its true success lies in empowering athletes, demonstrating the profound impact of connectivity and innovation in transforming lives.