ABOUT

Culture Context
Millions of people rely on AT&T’s wireless and home internet network every day. It's a necessity. But as a category, much of telecom advertising can be indistinguishable. Deal based. Transactional. In this context, we collectively recognized an opportunity to go far above and beyond this kind of work. We embraced AT&T’s day-one commitment to innovation that changes people’s lives. By focusing on connecting with a community, committing to an iterative and often difficult process, engaging in real partnership, and serving real people, we were able to create work that goes beyond the expected, and truly proves AT&T’s core brand belief that “Connecting Changes Everything.”

Background/Brief
In 2021, all the wireless companies were in an arms race to market their 5G networks with narrow, uninspiring messages about speed. The question we thought was much more interesting was, “What can we create to show how AT&T connects people to greater possibilities?” What new thing can we make possible today that wasn’t possible before? Answered correctly, that question could launch work in AT&T’s pantheon of firsts (first telephone, first call to the Moon) that has earned AT&T its historical reputation as a hub of innovation. So we went seeking opportunities to differentiate 5G, and one really grabbed us. It had the benefit of being located in a cultural theater that AT&T had been a dominant force in for years: college sports and specifically, college football.

Creative Idea
The AT&T 5G Football Helmet is a fully connected, 5G-powered football helmet, with a built-in Augmented Reality lens that lets Deaf and hard of hearing players see their coach’s play calls in real time, receiving information at the same time as hearing players. Once they can see what others can hear, they aren't unfairly penalized, and their talent and athleticism have a chance to shine. By connecting the players, this innovation changes the game – creating possibilities that did not exist before. This levels the playing field for our partners at Gallaudet University, and for countless Deaf and hard of hearing athletes beyond their walls – from the team today, to others who will adopt this in the future. The launch of the AT&T 5G Helmet shifted the 5G story from speed for speed’s sake, to human connection, embodying a perfect demonstration of AT&T’s brand purpose – “Connecting Changes Everything.”

Results
In its first week, the campaign earned 1B+ impressions, and over 3 months, the campaign generated over 4.5B earned media impressions. Sentiment across social media was overwhelmingly positive — 93.6% – rare for this category. The AT&T 5G Helmet also delivered Gallaudet their first win of the season in the first game it was worn and Gallaudet has received approval from the National Collegiate Athletics Association (NCAA) to use the helmet in every game in the upcoming 2024 season. The College Football Hall of Fame is putting the helmet on permanent display. NCAA conferences have interest in making the helmet available to all players. And, AT&T is exploring the possibility of implementing the technology within firefighter helmets to support more streamlined communication.