AT&T: The Face of Distracted Driving [60 sec]

Credits & Description:

Brand: AT&T
Product: It Can Wait
Entrant Company: BBDO New York United States
Agency Network: BBDO Worldwide
Client: AT&T
Creative Director: Matt MacDonald (Executive Creative Director)/ Bianca Guimaraes/ Kevin Mulroy
Copywriter: Kevin Mulroy
Art Director: Bianca Guimaraes
Director: Errol Morris
Production Company: Biscuit
Account Director: Kathryn Brown/ Katie Hollenkamp/ Jaimie Donohue/ Katelyn Burns/ Caroline Main (Account Team)
Agency Producer: David Rolfe (Director of Integrated Production)/ Julie Collins (Group Executive Producer)/ Dan Blaney (Executive Producer)/ Bree Hopenwasser
Production Company Producer: Executive Producer: Jeff McDougall/ Line Producer: Julie Ahlberg / Head of Production: Rachel Glaub/ Managing Director: Shawn Lacy
Post Production Company: The Mill NY
Editor: Exile NY/ Steve Hathaway/ Molly Rokosz (Assistant Editor)
Sound Engineer: Sloan Alexander
Graphics: Fergus McCall (Colorist)
Visual Effects: Corrie Brown/ Jamie Scott/ Kevan Lee/ Rob Meade (Compositors)/ Burtis Scott (2D Lead)
Human/ Post Human (Audio Post Production Company)
Age Progression Art: Phojoe/ Jovey Hayes/ Emanuel Craciunescu (Age Progression Art Direction)
Chief Creative Officer BBDO Worldwide: David Lubars, Chief Creative Officer BBDO New York: Greg Hahn
Composer: Ed Dunne
Editorial Producers: Sasha Hirschield (Executive Producer)/ Even Bruce (Producer)
Music Producers: James Dean Wells (Executive Producer)/ Craig Caniglia
Post Production Creative Directors: Angus Kneale (CCO)/ Ben Smith (ECD)/ Gavin Wellsman/ Corey Brown
Post Production Design: Bobby Ushiro
Post Production Producers: Rachael Trillo (Executive Producer)/ Nirad Bugs Russel (Senior Producer)/ Sophie Mitchell/ Mia Lalanne (Coordinators)/ Patrick Heinen (Shoot Supervisor)
Strategy: Crystal Rix (Chief Strategy Officer)Charles Baker (Strategy Director)
Published: April 2018
URL: https://www.itcanwait.com/
Synopsis:
AT&T’s latest iteration of its It Can Wait campaign is making sure that everyone hears the message loud and clear during Distracted Driving Awareness Month: No distraction is worth a future. The campaign, now in its seventh year, has had a demonstrable impact on driving behavior. But there is still more work to be done. New research shows that 81% of people admit to texting behind the wheel. And sadly, texting while driving is responsible for the lives of two teenage boys featured in two new spots that shine a light on the faces of distracted driving. If Caleb Sorohan and Forrest Cepeda were alive today, they might be pursuing their dream jobs or teaching their kids to play sports. Maybe they’d still be figuring life out. But we’ll never know – smartphone distracted driving cut their lives short. Forensic artists and visual effects teams recreated what Caleb and Forrest would look like today had they not been killed, and each :30 spot tells the story of what they might be doing with their life. The spots end on the line “This is what Celeb Sorohan/Forrest Capeda would look like if they hadn’t been killed in distracted driving accidents.” American film director Errol Morris captured Caleb’s and Forrest’s heartbreaking stories through in-depth interviews with their families. In two short film productions, you hear their siblings tell how special their lives were. You see their mothers’ pain as they remember their loss.