In 2021, all the wireless companies were in an arms race to market their 5G networks with narrow, uninspiring messages about speed. The question we thought was much more interesting was, “What can we create to show how AT&T connects people to greater possibilities?” What new thing can we make possible today that wasn’t possible before? Answered correctly, that question could launch work in AT&T’s pantheon of firsts (first telephone, first call to the Moon) that has earned AT&T its historical reputation as a hub of innovation. So we went seeking opportunities to differentiate 5G, and one really grabbed us. It had the benefit of being located in a cultural theater that AT&T had been a dominant force in for years: college sports and specifically, college football.

The AT&T 5G Football Helmet is a fully connected, 5G-powered football helmet, with a built-in Augmented Reality lens that lets Deaf and hard of hearing players see their coach’s play calls in real time, receiving information at the same time as hearing players. Once they can see what others can hear, they aren't unfairly penalized, and their talent and athleticism have a chance to shine. By connecting the players, this innovation changes the game – creating possibilities that did not exist before. This levels the playing field for our partners at Gallaudet University, and for countless Deaf and hard of hearing athletes beyond their walls – from the team today, to others who will adopt this in the future. The launch of the AT&T 5G Helmet shifted the 5G story from speed for speed’s sake, to human connection, embodying a perfect demonstration of AT&T’s brand purpose – “Connecting Changes Everything.”

To demonstrate AT&T’s brand purpose of “Connecting Changes Everything,” we had to showcase how AT&T’s technology drives tangible impact. To do so, we needed an insight that was centered on humanity and that could spark ideas that would resonate widely, regardless of audience intricacies. Case in point: Deaf football players have historically innovated how players communicate during the game, dating back to Gallaudet University creating the huddle in 1894. However, a faster pace of the game and advancements in technology such as radio helmets had created a clear disadvantage for them. The opportunity for a faster coach-player connection became a chance for AT&T to showcase their brand purpose. The debut of the world's first 5G-connected football helmet not only empowered athletes but also transcended sports, illustrating the broader impact of innovation.

Working with experts at AT&T, coaches and players at Gallaudet, helmet manufacturers, — we assessed the viability of the technology, optimized performance, and prioritized player safety. We built prototypes, working with players, not just as end users, but as product managers. In tandem, we worked with communications experts at AT&T to develop the backend work needed for a world-class communications app for coaches, which would let them send plays directly to the 5G helmet. Next, we crash tested the prototype — where it promptly and horrifyingly failed. But we pressed on, committed to endless iterations. Until we finally passed crash testing. Radiation testing. Network connectivity testing. In the end, it took 2 years 6 months and 3 weeks to develop a game-ready AT&T 5G Helmet, with our entire organization behind it, and one pretty amazing football team in Washington, DC, excited to use it.

AT&T produced 15 5G football helmets that underwent rigorous radiation, connectivity, and crash testing to ensure approval by the NCAA. For more than two years, we worked with football coaches and players at Gallaudet University, developing the helmet to their specifications using custom and off-the-shelf components. The base is a Riddell SpeedFlex helmet custom-made to fit the exact measurements of its player. Each helmet is equipped with a pinhole in-visor AR lens and runs communication through an AT&T 5G microprocessor. The helmet was then custom-painted to reflect AT&T's brand colors using a variation of gradients and design that brings to life the visual elements of the helmet.

Over just three months, the campaign generated over 4.5 billion earned impressions, 1,961 PR hits, 6,900 organic mentions, and an overwhelmingly positive social sentiment of 93.6%. These results ultimately led to the audience perceiving AT&T in a different way, seeing the company not as a telecom behemoth, but as a connections company in the business of creating greater possibilities. Going on to prove that innovation thrives when it connects with humanity, AT&T is continuing to work with governing bodies on a more permanent way to integrate the 5G helmet innovation into the sport, ensuring they can be available for future use. In fact, the helmet is being put on permanent display by the College Football Hall of Fame, several NCAA conferences have shown interest in making the helmet available to all players, and AT&T is exploring the technology within firefighter helmets.