AT&T

Esther Lee - SVP, Brand Mktg. & Advt.
Daryl Evans - VP, Consumer Advt./Mktg. Comm.
Vance Overbey - Executive Director, Advt.

BBDO New York *Lead Agency

David Lubars - CCO
Dominic Garcia-Hall - EVP, Behavioral Planning
Greg Hahn - Executive Creative Director
Lianne Sinclair - VP, Acct. Director
Brandy Stead - Mgmt. Supervisor
Doug Walker - EVP, Mgmt. Director
Katrina Wong - Sr. Planner

The Olympics is the greatest show on earth and its sponsors do all they can to match its pomp, circumstance, and spectacle. AT&T wanted to do more than mimic the scale and ambition of the Games. It wanted to enhance fans' experiences. This is the story of how AT&T used technological innovation to create an intimate spectacle that brought the Olympics into the hands of its fans and, in doing so helped overcome negative perceptions of the brand and the utilitarian connotations of the category while showcasing the role of the network in creating real connections.