As the nation’s largest cell phone carrier, AT&T wanted to educate the public about the danger of texting while driving. Our objective was to engage the driving public, especially teens, and make them see that texting and driving is a dangerous activity, and remind them that whatever the message is, it can wait.

The agency set up visual parameters as a guide to ensure that the product and the headlines were housed in roughly the same spot for each execution (to maintain a semblance of unity among the executions), but from there the artists were allowed to do whatever they thought would best bring the landscape to life. Ultimately, we wanted people in the airports (where these appeared, in addition to magazines) to stop and look at the work, as you would an interesting piece of art.

Evolution became one of the most instantly recognizable campaigns of the year. And, the Windows Phones we featured became the three highest-selling models in the market.And the cast of characters continue to show up to tell all sorts of consumer promotional messages – finding their way into digital, print, AR, even plush toys. New life forms that breathed new life into AT&T’s retail arm.