AT&T wanted to get word out about the 20% discount they offer to military members and their families. As we researched the competitive landscape, we discovered that AT&T was one of the only carriers that allowed the family members of soldiers to sign up for a military discount. We also started getting a clearer picture of the hardships and daily burdens encountered by the spouses of deployed soldiers, which helped us to realize how important the ease of signing up for the discount themselves really was.
We turned that insight into an opportunity to acknowledge the role of these “household commanders” and let them know about AT&T’s effort to make their busy lives a little easier. The creative concept was driven by the use of match cuts between scenes of deployed spouses and household commanders, which emphasized the comparable hard work and sacrifice of each.
What was originally a client request for emails and web banners turned into one of the largest video shoots our agency ever shot for our biggest client. It was evidence of the momentum that can quickly build behind a simple, insight driven idea that seeks to touch hearts on its way to changing minds.
