31: THE CREATIVE EFFECTIVENESS AWARD (The Creative Effectiveness Award)
JPG
MP4
2m:17s
Sleep with Rainn - AT&T
Telecommunications
Bronze
| Title of Entry: | Sleep with Rainn |
|---|---|
| Brand: | AT&T |
| Product/Service: | Telecommunications |
| Client: | AT&T |
| Entrant Company: | BBDO Los Angeles |
| Entrant Company Country: | United States |
| Creative Team: | o Chief Creative Officer, Matt Miller o EVP, Executive Creative Director, Ash Tavassoli o EVP, Executive Creative Director, Rafa Gonzaga o Group Creative Director, Carissa Levine o Group Creative Director, Jose Eslinger o Creative Director, Jordy Molloy o Creative Director, Chris Santaiti o Associate Creative Director, Jazz Cabau o Associate Creative Director, Juan David Arboleda o EVP, Group Executive Producer, Andrew Tucci o Executive Producer, Ashlye Vaughan o Executive Producer, Matt Marty |
| Submission Text: | With small business confidence at record lows, AT&T Business knew we couldn’t run a typical B2B campaign. Instead, we launched a completely new business led by a group of people who have a history of running a terrible business (The Office). The missing piece: AT&T Business. We tapped into business decision-makers’ sleep deprivation behavior to create our product: a talking pillow, designed to help people sleep, with Rainn Wilson’s voice. When the hype about the new company run by Rainn Wilson, Jenna Fisher, Craig Robinson, Brian Baumgartner, Kate Flannery, and Creed Bratton was at its peak, we dropped our 6-minute episode showing the struggles and anxieties of ‘Launch Day’ — the same that business owners face every day. And how AT&T Business can have their backs and give them the confidence that, when it comes to connectivity, AT&T can help anyone succeed. First, we went where businesspeople talk business: LinkedIn. With a single post, Rainn Wilson quickly got thousands of followers and triggered big conversations, including from top executives and famous investors like Barbara Corcoran and Daymond John. After the cast joined the endeavor, the product was announced: Sleep with Rainn, a talking pillow with Rainn’s voice that helps people sleep. A full launch ecosystem for the company was created: a website where business owners could know everything and get their pillows, an infomercial, a Spotify album created based on different business archetypes narrated by the cast, and teasers. With the hype at its peak, we dropped a 6-minute film directed by the award-winning Mark Molloy showing their struggles, and 30-second TV ads that aired during the Masters. The soundtrack was created and produced by Cristobal Tapia de Veer (from The White Lotus). In less than two weeks, the campaign became the most successful in the history of AT&T Business. It made a splash in pop culture, with over 2.5 billion impressions in high-impact publications such as Fast Company, USA Today, People, AdWeek, and Entertainment Weekly to name a few, ranging from Shanghai to Argentina. The films had 150 million+ views in just 7 days. With a 99% social sentiment score, not only were more people than ever engaging with the brand, but they were happy about it. Our owned social posts received 400% more engagements than the brand’s previous top-performing campaign and an impressive 77,000,000% increase in views versus the second-best. Paid social also outperformed numerous benchmarks. The video view completion rate for short-form social outpaced benchmarks by 57%. And the engaging creative also helped facilitate a more efficient media buy, which outpaced expected impressions by 37%. Please note additional metrics and context listed within our case board + video. |
| Other Credits: | BBDO • President and Global Client Lead, Rachel Nairn • Chief Strategy Officer, Tim Millar • Managing Director, Julien Lemoine • EVP, Senior Director, Sha Shroff • Senior Planner, Sahar Mehdi • Account Director, Rose Freitag • Account Supervisor, Niki Lohr • Account Supervisor, Mariah Garner • Account Executive, Abby Osborne • Account Executive, Anna Medley • Assistant Account Executive, Sarah Wright • Senior Project Manager, Beeb Mackie • Project Manager, Tianna Balodis • VP Director of Business Affairs, Ashley Lipham • Business Affairs Director, Michele Tonogan • EVP Senior Broadcast Consultant, Harvey Lewis • Head of Integrated Strategy, Trae Watlington • SVP Group Director, Connections Planning, Enda Conway AT&T • Chief Marketing & Growth Officer, Kellyn Smith Kenny • Sr. Vice President – Creative Content & Advertising, Val Vargas • Associate Vice President – Creative Content & Advertising, John Starkweather • Lead - Creative Content & Advertising, Amy Santillana • Director – Creative Content & Advertising, Andriana de la Vega • Lead – Creative Content & Advertising, Rachel Rhodes • Senior Vice President – Audience Marketing & Planning, Janna Ducich • Associate Vice President – Audience Marketing & Planning, Andrea Stebenne-Guiltinan • Director – Audience Marketing & Planning, Taylor Conklin • Director – Audience Marketing & Planning, Alicia Joseph • Director – Social Media, Shanna Bairrington • EVP & DM Mid-Markets, Jennifer Van Buskirk • Vice President – Commercialization Mid-Markets, Robert Boyanovsky • Vice President – Media Services & Sponsorships, Mark Wright • Associate Vice President - Media Strategy, Richard Beale • Director, Business & Corporate, Michelle Aman • Associate Vice President – Communications & PR, Melissa Cappabianca • Director - Communications & PR, Jessica Swain • Director - Communications & PR, Alyssa McGovern • Lead Manager Communications & PR, Crystal Hermond • Director - Communications & PR, Mary Yuan • Lead Manager Communications & PR, Tom Duerr • Lead Chief of Staff, Heather Rucker Critical Mass – • Creative Director , Terry Lee • Senior Art Director, Arion Lapuz • Copy Lead, John Olson • Art Director, Alice Sladek • Art Director, Felix Lundqvist • Associate Creative Director, Ben Benchitrit • Associate Creative Director, Jaymie Senga • Designer, Mateo Hernandez • Technology Lead, Euro Rincon • Senior Studio Artist, Ryan Leason • Executive Producer, Hannah Thompson • Senior Producer, Sylvia Brach • Senior Producer, Tommy Costello • Producer, Marinna Breda • Associate Producer, Sahar El-Kadri • Project Coordinator, Xavier Cuadra • VP, Client Partner, David Matzker • Account Director, David Jacks • Account Director, Elisabeth McMenamy • Account Executive, Tricia Santos • Strategist, Noah Cook Hearts & Science • CEO, Chris Stanger • Managing Executive Director, Mary Anne Geiger • Executive Director, Client Business Lead, Pam Amir • Senior Director, Experience Planning, Colton Moisan • Director, Experience Planning, Jordan Bundy • Associate Director, Experience Planning, Mary Morgan Swaney • Executive Director, Branded Entertainment, Kaila Roti • Executive Director, Investment, Kaitlyn McInnis • Executive Director, Investment, Youna Kim • Senior Director, Investment, Nicholas Salese • Associate Director, Video Investment, Kristina Mazzamuto • Executive Director, Sports Investment, Nick Youngman • Senior Director, Sports Investment, Stacy Grossi • Supervisor, Sports Investment, Matt Romansky • Director, Digital Investment, Mark Guzik • Director, Social Investment, Haley Rohrer • Senior Director, Audio Investment, Robert Hunt • Director, Branded Entertainment, Hannah Reens • Executive Director, Integrated OMC Marketing Science, Anant Veeravalli • Executive Director, Marketing Science, Kristin Scholer • Senior Director, Investment Solutions Management, Alan Lazebnik Ketchum • President, US Consultancy, Melissa Kinch • Partner & Managing Director, Kevin Oates • Senior Vice President, Sean Flynn • Vice President, Group Manager, Ashley Movshovich • Account Supervisor, Kelsey Kolisek • Senior Account Executive, Summer Sinnett • Senior Account Executive, Brenna Cockerill • Account Executive, Catherine Puppe PRODUCTION PARTNERS Smuggler • Director, Mark Molloy • Executive Producer, Patrick Milling-Smith • Executive Producer, Brian Carmody • Executive Producer, Sue Yeon Ahn • Head of Production, Alex Hughes • Producer, Kristin Porter • Production Supervisor, Chad "Frenchie" Alburtis • Commercial Coordinator, Darby Pearson • 1st AD, Adam Feil • Director of Photography, Adam Arkapaw • Production Designer, Quito Cooksey • Key Costumer, Michelle Martini Work Editorial • Editor (Long Form), Stewart Reeves • Editor (:30s), Martin Leroy • Editor (Social), Niles Howard • Assistant Editor, Jennifer Losch • Assistant Editor, Jake Nokovic • Post Producer, Samantha Axelrod • Post Head of Production, Gabrielle Page • Post Executive Producer, Remy Foxx • Post Managing Director, Marlo Baird Jane TV • Executive VFX Producer, Rich Rama • Head of Production, Ben Sposato • VFX Producer, Jackson Rogers • Lead Flame Artist, David Parker • Flame Artist, Jameson DeSantis • Flame Artist, Cole Schreiber • Flame Artist, Westley Sarokin • Design/Animation Creative Director, Daniel Piwowarczyk • Motion Graphics Artists (Cx Studio), Cadu Macedo ADLA • Photography, Embry Rucker • Retouching, Gretchen Hilmer Music • Cristobal Tapia de Veer (Free Run Artists), Composer Lime, Sound Company • Zac Fisher, Audio Mixer • Klaudia Bennett, Audio Assistant • Michael Anastasi, Long From - Sound design • Michael Baran, Long Form - Sound design • Zac Fisher, Long Form - Audio mixer • Tom Paolantonio, Sound Scapes • Susie Boyajan, Executive Producer Canary LLC, Activation Vendor • Project Manager – Jenae Hill • Account Director – Marisa Davis |
