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.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
