This three-minute plus digital short serves as a poignant reminder of the devastating impact that engaging in smartphone social media activities while driving can have on human lives. Directed by Frederic Planchon of Anonymous Content for BBDO NY, Close To Home shows us how one seemingly incidental glance at a smartphone can yield deadly consequences.
The short is part of a multi-media campaign that includes :30 spots, online teaser ads, a longer-length companion digital piece and a 3D virtual reality simulator ( which was created by Reel FX), all designed to capture a more lifelike experience of what’s at stake when you glance at your phone while driving. The different components will run on AT&T’s social media channels such as Facebook, Twitter and YouTube in addition to one of the :30s that will run on TV.
This latest initiative marks a new wrinkle in the “It Can Wait” campaign launched five years ago. For years, AT&T has been focused on curbing texting while driving, but a recent survey found that 7-in-10 people engage in smartphone activities while driving, sparking the campaign to evolve to include other forms of smartphone distractions including social media, web surfing, video chatting and email.
Credits
Client AT&T Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Matt MacDonald, executive creative director; LP Tremblay, Erik Fahrenkopf, sr. creative directors; Grant Mason, creative director/art director; Kevin Mulroy, creative director/copywriter; David Rolfe, director of integrated production; Julie Collins, group executive producer; Dan Blaney, executive producer; Melissa Chester, music producer. Production Anonymous Content Frederic Planchon, director; Eric Stern, exec producer; Paul Ure, producer; Jody Lee Lipes, DP. Editorial Work Editorial Rich Orrick, editor; Adam Witten, Trevor Myers, assistant editors; Erica Thompson, exec producer; Sari Resnick, producer. VFXThe Mill New York Sean Costelloe, exec producer/head of production; Nirad “Bugs” Russell, line producer; Gavin Wellsman, VFX supervisor/2D lead; Krissy Nordella, 2D lead; Michael Smith; Chris Sonia, Keith Sullivan, 2D compositors; Heather Kennedy; Sungeun Moon, Yoon-sun Bae, Marco Giampaolo, 2D assists; Yili Orana, Corey Langelotti, 3D; Jeffrey Lee, pre vis artist; Charlotte Carr, editor; Clemens den Exter, designer; Aline Sinquin, colorist. (Toolbox: Flame, Nuke, Maya, After Effects, Baselight, Final Cut) Music Grooveworx Dain Blair, exec producer; Brian Emrich, sound design; Rob Simonsen, original music composer. Audio Post Sonic Union Steve Rosen, mixer. Motion Graphics & Titles Polyester.
FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.
The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.
The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.
The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.
This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.
The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More
