AT&T

Fiona Carter, Chief Brand Officer
Sandra Howard, VP, Corporate Brand Marketing

BBDO New York *Lead Agency

Kirk Heinlein, AVP, Corporate Brand Marketing
Ryan Luckey, AVP, Corporate Brand Marketing
Fiona Carter, Chief Brand Officer
Sandra Howard, VP, Corporate Brand Marketing

Hearts & Science

Crystal Rix, Chief Strategy Officer
Tom Han, Group Planning Director
Matt MacDonald, Executive Creative Director
Benjamin Bass, Planning Director
Bianca Guimaraes, Creative Director
Kevin Mulroy, Creative Director
Katie Hollenkamp, Account Director
Jaimie Donahue, Account Director
Kathryn Brown, Senior Director
Katelyn Burns, Account Manager
Charles Baker, Engagement Planning Director

The dangers of distracted driving are well-known, but this compulsive behavior remains prevalent. To create change, we needed to spark strong emotions.  We harnessed the power of data, partnering with behavioral scientists to build an in-market learning engine to, first, identify the most effective emotion at changing behavior, and second, optimize creative for maximum impact. This approach revealed empathy was the most effective emotion, and allowed us to identify and optimize an execution that maximized empathetic response. Using data to fuel emotional storytelling, we drove huge shifts towards safer driving.