Just OK Gift Boxes
AT&T
Issue 56 | September 2020
Agency
BBDO New York
Creative Team
Chief Creative Officer, Worldwide: David Lubars Chief Creative Officer, BBDO New York: Greg Hahn Chief Creative Officer, BBDO LA: Matt MacDonald Executive Creative Directors: David Povill, David Cuccinello Associate Creative Directors: Luis Marques, Julio D’Alfonso Creative Directors: Mike Costello, Katie Brinkworth, Cooper Olsson, Wendy Leicht
Production Team
Head of Design: John Moeller Senior Designer: Czar Dizon Junior Art Director: Robyn Yeh Motion Design Lead: Jason Levesque Video Editor & Motion Designer: Barry Harbour Photographer: Francisco de Deus Retoucher: Daniel Klock, Fuze Image Head of Integrated Production: Dave Rolfe EVP, Group Executive Producer: Julie Collins Group Executive Producer Interactive & Social: Kristin Tomborello Executive Experiential Producer: Adrienne Katz Executive Producer: James Young Senior Content Producer: Andrew Nam Chul Osborne Interactive Producer: Jay Chen Senior Digital Producer: Whitney Husnik Junior Interactive Producer: Katie Penna Lead Developer: Nick Russon UX Designer: Clara Santamaria Content Manager: Rustie Burris Studio Manager: Jimmy McGee Production company: On The Level Fabrication
Other Credits
Managing Director: Rachel Nairn AT&T Account Lead: Stacia Parseghian Account Director: Guilherme Pimentel Senior Account Executive: Patrick McLaughlin Account Coordinator: Troy Hudson Chief Strategy Officer: Crystal Rix Head of Brand Planning: Tim Millar Director Brand Planning: Reza Rostampisheh Director of Project Management: Colin Vidika Project Manager: Kelli Szymczak
Date
November 2019
Background
During the 2019 holiday season, AT&T wanted to reinforce its Best Network campaign message — "Just OK is not OK" — by reminding shoppers they shouldn’t settle for anything less than the best. At the same time, AT&T wanted to reward shoppers who invested in the season’s most desirable gift – a brand new phone.
Idea
No one wants a holiday gift that is just OK. So to promote AT&T’s Best Network campaign "Just OK is Not OK" during the holidays, shoppers buying phones as gifts were targeted with an activation. The Just OK Gift Boxes were made in the shape holiday gifts, such as a blender, a teapot or a football – items with distinguishable silhouettes even when wrapped with wrapping paper. Made in a 1:1 scale and of 100% recyclable material, the gift boxes could fit a phone box inside, so shoppers could hide their gift to prank their family and friends. The activation was promoted in-store while a microsite helped customers wrap the oddly shaped boxes with the help of tutorial videos. Customers were encouraged to film and post their gift-getters’ reaction unwrapping the boxes, leveraging an already existing behavior on social media around the holidays.