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 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.
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
Senior Copywriter / Ernesto Campabadal
Copywriter / Jake Palumbo
DP & Editor / Corey Vent