We commissioned a body painter and used hands as our canvas so that we could showcase people holding the phones in an artful and interesting way. This also allowed us to pay equal attention to the wide selection of devices offered by AT&T, as well as the countries they work in.

We advertised to heavy international travellers in the place most relevant to them, airports and in-flight/in-lounge, and therefore increased awareness of AT&T international long distance by 46%. We also wanted to reach cruise ship travellers and this proved successful with an airtime billings increase of 13%. Consumers connected even more to the campaign, and the product, via behind-the-scenes mobisodes of how the work was made.