AT&T has won inernational recognition of “The Last Text”, a road safety advertising campaign, with a Silver Integrated Lion at Cannes International Festival of Creativity 2011. The campaign is centred around a 10-minute documentary featuring the lives of people whose lives have been altered by texting while driving. “Where u at.” Those three words made up the last text message Mariah West read before her car crashed into a bridge, ending her life. Mariah is one of eight individuals included in the film distributed to schools, safety organizations, government agencies throughout the United States. The campaign also included print and radio advertisements, along with a series of shorted film clips.
Click on the image below to play the 90 second documentary preview in YouTube (HD)
Click on the image below to play the Where U At? documentary in YouTube (HD)
The documentary was shared with AT&T’s wireless customers, employees and families through AT&T’s Teen Advisory Council, AT&T U-verse, AT&T employee defensive driving courses, AT&T’s Smart Controls page, the “It Can Wait” resource center (www.att.com/txtngcanwait) and AT&T’s Friends & Family page, itcanwait.att.com. It also appeared on the websites and communication channels of NOYS, along with tens of thousands of schools affiliated with the organization.
The campaign helped alert people to the dangers of texting & driving, encouraged hundreds of thousands of families to sign our Facebook pledge, and garnered national media attention (including CNN, ABC’s Good Morning America, and The White House Blog). The documentary has gained millions of hits on YouTube and, thanks to partnerships with several major safety organizations, is now included in driver’s education classes across the country.
The Last Text campaign was developed at BBDO New York by chief creative officers David Lubars and Bill Bruce, executive creative director Greg Hahn, art director Brandon Mugar, copywriter Adam Reeves, executive producer Bob Emerson, agency producers Jasmine Batista and Dale Henriques, music producer Melissa Chester, account team Gayle Weiss, Brandon Fowler, Kristen Roche and Maria Braswell, retoucher Steve Peters.
Filming was shot by director Henry-Alex Rubin via Smuggler with director of photography Matthew Woolf, and by director Dan Price via Verbatim Studios with sound engineers Corey Bauman and Danny Artale.
Music was produced at The Rumor Mill by composers Josh Ralph and Corey Bauman.
Editors were Marrian Cho, Geoff Richmond and Mike Elliot at Number Six.