AT&T: The Last Text
BBDO New York
Summary
Texting while driving is more dangerous than driving while intoxicated.
As category leader, AT&T committed to take a stance; igniting genuine acceptance of the problem, and inciting real behavior change.
We seized an opportunity to shape the formative habits of a generation who were just beginning to drive by trivializing the text message, not demonizing the texter.
The thought at the heart of it: was your last text worth dying for?
Our campaign broke down youth's sense of invincibility with real stories of people whose lives had been destroyed, and exposed the...