AT&T "It Can Wait" Pitch

 

THE PROBLEM
Awareness of the dangers of texting while driving is high (74%) but awareness has not resulted in a behavioral change. The possibility of death is not real to the audience, even though they are aware of it and acknowledge it. In addition to this, people prefer to not think about or dwell on vividly negative scenarios and are naturally inclined to choose other things to think about. Messaging about these scenarios is easily ignorable, no matter how potent.

THE TARGET
US youth, ages 16-24. The primary problem is that they acknowledge the dangers of the behavior but other needs override that “in the heat of the moment” because they care more about getting back to their friends. We wanted to take Texting While Driving from “bad to do” to “fucked up and seriously uncool.”

HOW TO CHANGE THEIR PERCEPTIONS
By making people who Text While Driving into socially reprehensible assholes on the same level with racists, homophobes, misogynists, and pedophiles, drunk drivers, and women who drink while they are pregnant. We want ideas, stories, mantras and messages that tap into the power of social norms to change behavior by making it clear to the target how their behavior is viewed negatively by their most influential peers.


"America's Smartest People Solve America's Stupidest Problem"

We would take the top influencers in pop culture and have them ideate ridiculous solutions for Texting While Driving. Upon seeing these solutions, America can vote on their favorites, or choose to simply not vote at all, realizing that the best solution is to simply refrain from texting while driving.

We paired the solutions with some unique invention illustrations, and put them together as a deck of cards to pass around at our pitch to AT&T. While there were over 100 cards in total, the ones below were some of my favorites.

I was responsible for researching and editing the photos of our influencers, creating original illustrations, branding/logo design for our idea, layout for the cards, and production/printing all within a two-day turnaround.


More concept mockups of different ideas from the pitch. I worked on the first campaign on the left.

More concept mockups of different ideas from the pitch. I worked on the first campaign on the left.


©2015 DEEP FOCUS | ALL RIGHTS RESERVED

FIELDS
ART DIRECTION, DESIGN, BRANDING

DATE
2013-2014