Film (3:53)

Close to Home

Since 2010, AT&T's "It Can Wait" campaign has made texting while driving a matter of urgent national importance. The effort has been credited with changing laws and behavior across the country, even the world. 

But as our smartphones evolved, becoming even more inseparable to our lives, so changed our behavior. Most everyone agreed texting while driving was dangerous. But what about glancing at an alert from Facebook? Or changing a song on Spotify? 

AT&T asked the team at BBDO to create a campaign that would tackle that issue head-on. The result was "Close to Home," a four-minute film that introduces the viewer to six lives that would be forever changed because of one split-second mistake. 

Within days of its release, the film had been shared over a million times on Facebook. It appeared on the Today Show, ABC's World News Tonight, called "harrowing and heartbreaking" by The Huffington Post, and was even responsible for crashing AdAge and Creativity's website.

case study (1:59)

AT&T, It Can Wait

Director  Frederich Planchon
Company  Anonymous Content

Best of Show, AICP
Best of Show, Mashable Awards
Grand Prix, Ciclope Festival
Gold, Film Craft - Direction, Cannes
Silver, Film Craft - Editing, Cannes
Graphite Pencil, Direction, D&AD
Wood Pencil, Art Direction, D&AD
Wood Pencil, D&AD Impact Awards
Gold, Film Craft - Online Film, One Show
Gold, Film Craft - Cinematography, One Show
Gold, Film Craft - Editing, One Show
Silver, Branded Entertainment, One Show
Gold. Film - Direction, London Intl. Awards
old. Film - VFX, London Intl. Awards
Gold. Film Craft - Direction, Clios
Silver, Film Craft - Cinematography, Clios
Bronze, Short Form, Clios
Lürzer's Archive, v5.1560

Video  Today Show, Jul 23, 2015
Article  Huffington Post, Jul 22, 2015
Article  Upworthy, Dec 15, 2015
Article  Ad Age, Jul 27, 2015
Article  Adweek, Dec 6, 2015
Article  The Drum, Aug 17, 2015