AT&T Mobility Highlights Importance of Joyful Connection in Uplifting Campaign

Toronto-based video production company Big Pig Co. has unveiled its latest spot for American telecommunications company AT&T Mobility, entitled ‘Appreciation Campaign’. Directed by multi-award winning director Matthew Barnett, the uplifting campaign, consisting of three 15” spots, shows the ways AT&T's appreciation goes beyond words by offering exclusive discounts to military, healthcare, and education sectors. 

The trio of spots demonstrates the ways that AT&T allows those in the military, healthcare, and education - who endure tirelessly for others - to care for themselves by connecting with loved ones. Highlighting the importance of support systems for these key workers, the campaign leans into the overall branding of ‘Connection Changes Everything’.

From a production standpoint, Big Pig Co. executed each of these essential territories in a short time, ensuring that each setup felt authentic and genuine to reflect the importance of the subject matter. Working with a tight timeline, Critical Mass’s associate creative director Carl Lukasewich, group creative director Minor Leblond, senior producer Sylvia Brach and Big Pig’s executive producer Mark Delottinville executed a simple yet moving campaign that works with or without sound, using lighting and colour to convey the story. 

Working closely with director Mattew Barnett, director of photography Santiago Trugeda, and production designer Rebecca Petro, the team sourced locations that efficiently portrayed each protagonist’s industry at a glance and placed creative at the forefront of all three spots. 

Critical Mass worked in conjunction with Pipehouse to maintain coherence across the films and ensure the perfect balance between brevity and storytelling depth. As a result, the campaign conveys the realism of a hard day's work but also the feeling of warmth at the moment of joyful connection. 

The digital ad campaign launched on May 1st in the US market across various social and digital platforms, and will run throughout different portions of the year. Photo stills have also been used for various retail placements.