AT&T Rethink Possible

AT&T has launched a rebranding advertising campaign, “Rethink Possible“, including television commercials, print and online ads, social media like Facebook, signs in stores and messages aimed at employees. The campaign plays down the letters “AT&T” and plays up the company’s globe logo. Craig Stout, senior creative director at Interbrand, New York, says that it is time to trust in the public’s recognition of the AT&T globe logo without the letters. “Recognition of the logo as the symbol of AT&T is “in the high 90 percentage” among consumers, and displaying it without the “AT&T” echoes the way Nike is recognized by its swoosh and Target by its target. The globe will frequently be displayed in different colors and styles.” The campaign is being supported online at www.att.com, Flickr, Twitter and Facebook.

AT&T Expand Your Boundaries

AT&T Rethink Possible branding

The rebranding commercial uses bright colours, animation and typography to introduce the “Rethink possible” theme. “Expand your boundaries of Can. See whats on the other side of Too Far. Play the Angels Advocate. Outsmart Can’t. Put a restriction on your limits and expect to be wowed. Explore, try, do. Because, before it could be done, it couldn’t. These are indeed amazing times. Rethink Possible.” Five further commercials use live action to demonstrate the customer benefits of the AT&T network.

You never know which moment will be the moment. AT&T offers the fastest 3G network, so you’ll be prepared whenever it comes. Click on the image below to play the Ripple Effect video in Vimeo.

Thanks to U-verse Total Home DVR, many places can be your happy place. Click on the image below to play the Entertainment Stoppersvideo in YouTube.

“Pure Imagination”, a song from the 1971 movie “Willy Wonka and the Chocolate Factory”, brings us back to those innocent days of childhood, which knew no boundaries, to remind us of how creativity can be rediscovered. Click on the image below to play the Birthday video.

Thanks to the simultaneous voice and data delivery on our 3G network, the best conversations can go uninterrupted. Click on the image below to play the Walking and Talking video in YouTube.

Spelling Bee focuses on AT&T’s support for Universal Broadband. Just think what would be possible if everyone had high-speed Internet…

“Blanket” celebrates the way AT&T covers 97 percent of Americans, with a tribute to artist Christo, who covers buildings and signposts in fabric. Christo’s 2005 Central Park project, “The Gates,” was used panels of material in the same shade of orange.

Click on the image below to play the video in YouTube

Credits

The rebranding campaign was developed at Interbrand, New York.

Advertising was developed at BBDO Atlanta and BBDO New York, chief creative officers David Lubars and Bobby Pearce, executive creative directors Greg Hahn and Ralph Watson, art directors Jean Robaire, Stephen McMennamy, agency producer Carolyn Carbone.

Filming was shot by Traktor with director of photography Joost Van Gelder and producer Rani Melende.

Editor was Paul Martinez at Arcade Edit. VFX were produced at Moving Picture Company, Los Angeles, by producer Andrew Bell, VFX supervisor Daniel Sanders, VFX Team Daniel Sanders, Joey Brattesani, Daniel Marsh, Ross Denner, John Cherniack, Matt Wheeler, Chris Clyne, John Roden, Patrick Mulane, Brinton Jaecks, Maciek Sokalski, and colorist Mark Gethin.