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.
The Japanese-based photo-sharing app FamilyAlbum, isn’t yet a household name in the U.S., but it does boast 23 million subscribers. To help break into the U.S., the brand recently teamed up with creative agency Familiar Creatures to launch its first major marketing campaign in the market.
The campaign includes this :30--directed by Jordan Rodericks via SpangTV--which portrays the pressure a new mother faces as family and friends demand photos of her newborn, immediately after birth, reflecting the high expectations for immediate photo-sharing in today’s connected world.
The satirical tone of the video is designed to capture the humor in real-life situations while promoting the user-friendly interface and stress-relief that FamilyAlbum provides along with free, unlimited storage.
The campaign is tailored for busy families who want a straightforward solution to store and share important moments without overwhelming social media feeds or worrying about privacy.
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