This launch campaign for AT&T broadband in the Bay area was meant to confront the challenge they were having with people being afraid to try a new technology. The “Complex vs. simple” idea was meant to allay fears that it would be hard to use. This campaign, featuring ads in the BART and on billboards as well as print and direct mail and email, emphasizes the simplicity of getting broadband by comparing it to other things that should be simple but aren’t – like BART or tent construction. The campaign idea, done for Grey Advertising, was part of a pitch that won the account.
Outdoor Advertising / Collateral / Launch Campaign