AT&T: THE PRESENT

A few years ago, we introduced a new partner agency to AT&T: Sparks & Honey. They are a really interesting company that monitors the essential elements of culture impacting brands. They provided us with a constant stream of inspiration and insight, often from outside of our category. 

One of the emerging trends they identified was the growing consumer need to detox from their digital lives. We heard about spa weekends, where phones were locked away, and the emergence of concierges in restaurants who could take care of your phone while you enjoyed an interrupted dinner. This insight inspired a lovely piece of communication that we ran in 2015 in which we urged our customers to give the gift of being present that holiday season. We ran this work for 24 hours and, unsurprisingly given the topicality of the message, it was enthusiastically shared in social media.