Project Overview

The biggest AT&T's campaign in all year is the Christmas one, so the client's request was to develop a John Lewis-like commercial, to be as powerful, concise and moving as a Lewis one.

Approach

After so many brainstorming sessions that involved all of the AT&T's team, me and a key account manager came up with a simple and tender idea; a little girl with a cardboard phone made by herself, playing around the house and hoping for her grandpa to join the whole family on Christmas eve. The client loved the idea and immediately decided to film it. The result was a beautiful commercial with that classic John Lewis touch but keeping it's own essence. The key visual had to be aligned with our commercial, so the idea was to have a children's work station with cardboard cut outs and crafts elements.

The campaign was successful, gaining a Gold Effie Award due to it's impactful results for the brand. A great victory for our small team and me.

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