AT&T: The New Possible

We created a series of "real-time" TV spots during the 2012 Olympic Games to tell the story of how current Olympians inspire the next generation of Olympians. To pull it off, we targeted several major races. When a world record was broken, we built a spot around that performance. Using pre-filmed templates with hundreds of possible endings, and with the help of a five hour tape delay between London and the US, we were able to air the spots immediately, sometimes just minutes after America saw the race in primetime.

ACD/Art Director
August 2012

 

Awards

Clio Bronze - Television/Cinema
AICP NEXT - Product Integration
New York Festival Bronze - Film
Communication Arts - Award of Excellence in Advertising
One Show Merit - Innovation in Advertising
NY Addy's - Best of Show