BBDO NY’s It Can Wait campaign for AT&T now includes a shocking way to find out the consequences of using your phone whole driving – a 3D virtual reality simulator.
BBDO NY and AT&T have been horrifying people about the consequences of texting while driving in the campaign, It Can Wait, since 2010.
So for the campaign’s fifth anniversary, BBDO NY has created a new story, plus another in which users play a central role.
And the plot twister, texting, now has siblings, as it does in the real world. These days, people use their phone while driving for so many more reasons that could wait.
The central film is 4 minutes long, and shows how one woman’s driving error can affect the lives of so many people. It was directed by Frederic Planchon though Anonymous Content, which is noted here because the power of the film sits mostly in the filmmaker’s engine. Slow-motion cinematography – shot at 1,000 frames per second – shows the horrible consequences of something most consider innocuous – glancing at your phone briefly. The film then goes into reverse, ending on the cause of the crash. The film is supported by 30 second spots and online teasers…
And then, there’s the 3D virtual reality simulator, an app developed by Reel FX. This lets users experience the consequences of texting, posting or video chatting while driving and is available free for iOS and Android. It also works with Google Cardboard.
An amped up version of the simulator, using Samsung Gear VR headsets and Bose QuietComfort 25 acoustic noise cancelling headphones, is slated to go on tour throughout the US, visiting schools, fairs and partner companies in 100 US cities.
Campaign credits:
Agency: BBDO New York
Executive creative director: Matt MacDonald
Senior creative directors: L.P. Tremblay & Erik Fahrenkopf
Creative director/art director: Grant Mason
Creative director/copywriter: Kevin Mulroy
Director of integrated production: David Rolfe
Group executive producer: Julie Collins
Executive Producer: Dan Blaney
Production company: Anonymous Content
Director: Frederic Planchon
Executive producer: Eric Stern
Producer: Paul Ure
Director of photography: Jody Lee Lipes
Editing: WORK Editorial
Visual Effects: The Mill
Music House: Grooveworx
Sound: Sonic Union
Motions Graphics, Titles: Polyester
It Can Wait VR App: Reel FX
