AT&T: Brackets by six year-olds

This campaign for AT&T, a US telecoms firm, was based around March Madness: an annual college basketball tournament, of which the company had been an official sponsor for the past decade.

AT&T: Brackets by six year-olds

BBDO New York

Advertiser: AT&TBrand: AT&TCountry: USA

Objectives

March Madness is the biggest, most fast-paced, and most chaotic sports tournament of its kind. One whose sheer scale makes all others - whether professional or collegiate - pale in comparison, as 68 college basketball teams from all over the country are whittled down to 1 champion over 30 days.

For over 10 years, AT&T has been an official sponsor of March Madness, a title it shares with13 other companies including Coca-Cola, CapitalOne, LG, UPS, and Kraft. Historically, our sponsorship strategy had...

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