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Shout from the mountain integrated campaign

Issue 21 | December 2011

Background

With AT&T, there are endless ways to communicate. For Valentine’s Day, the company wanted to demonstrate the breadth of possibilities through a unique one-day live communication. Promoting such a short-lived event would require a thoughtful approach.

The solution was to give users something they would actually want to do on Valentine’s Day. It had to feel personal and it had to fulfil the AT&T promise to Rethink Possible.

Such a lofty brand proposition meant doing something that had never been done before, giving AT&T subscribers the chance to shout their love (literally) from a mountaintop, streaming it live on Valentine’s Day.

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