AT&T

Esther Lee, SVP, Brand Marketing and Advertising
Daryl Evans, VP, Consumer Advertising/Marketing Communications
Dawn Ellerd, Senior Advertising Manager

BBDO New York *Lead Agency

Doug Walker, EVP, Management Director
Paul Matheson, EVP, Director of Behavior Planning
David Lubars, Chairman and Chief Creative Officer
Greg Hahn, EVP, Executive Creative Director
Adam Reeves, Creative Director
Brandon Fowler, SVP, Group Account Director
Robert Emerson, SVP, Executive Producer

Fleishman-Hillard

Texting while driving (TWD) is more dangerous than driving while intoxicated - a serious problem people werent taking seriously. The opportunity was to influence a new generation before they could adopt the habit. So we grounded its life-ruining consequences in the trivial nature of the texts youth consumed every day. By focusing on whether their last text was worth ruining a life, TWD quickly became a very public issue that thousands of youth actively pledged against, with the campaign documentary being permanently integrated into hundreds of drivers education programs nationwide.