AT&T It Can Wait: Snapchat Ads

Art Direction & Design

 

AT&T tasked us with creating Snapchat ads for their distracted driving awareness campaign It Can Wait. With the goal of driving users to take the pledge to not drive distracted through an embedded custom microsite, the two 10-second ads ran over a twelve day flight on Snapchat’s Discover and Story pages resulting in a staggering 30% pledge conversion rate.

 
 

The Zen Driver

The Zen Driver ran in Stories, Snapchat's curated coverage of user-generated snaps from around the world focused on events, festivals, and celebrations. To remain native to the UGC nature of Stories, we shot the spot on a phone and utilized the popular zoom feature used among Snapchat users to drive the story.

The Hypnotist

The Hypnotist ran in the Discover page, Snapchat's editorial publishing platform. Given the nature of Discover's content — which is driven by colorful GIFs, animations, and ear-catching sound effects — we were able to create an ad that was playful, eye-catching and engaging within its 10 second time constraint.

 
ATT_STATECHANGES.jpg

Custom "Take the Pledge" Microsite

Utilizing the Snap Ad Web View format, we were able to create a custom HTML microsite that allowed users to swipe up and quickly take the pledge. Upon completion, they were given the option to tap and share the video with friends within the app, sending the microsite to a new viewer and potential pledge

 

Credits

Senior Copywriter / Ernesto Campabadal

Copywriter / Jake Palumbo

DP & Editor / Corey Vent