The AT&T 5G Helmet is a prime example of how strategic planning can redefine a brand, reinvent its business, and influence consumers and culture. The helmet reintroduced AT&T’s belief that “Connecting Changes Everything” on the largest stage yet. It further solidified that AT&T is more than a telecommunications company – it's a connections company that's in the business of unlocking greater possibilities. Because of its human-centric approach, the campaign influenced both those on and off the field, improving the game for Deaf and hard of hearing players, and capturing hearts and minds nationwide.

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.

Millions of people rely on AT&T’s wireless and home internet network every day. It's a necessity. But as a category, much of telecom advertising can be indistinguishable. Deal based. Transactional. In this context, we collectively recognized an opportunity to go far above and beyond this kind of work. We embraced AT&T’s day-one commitment to innovation that changes people’s lives. By focusing on connecting with a community, committing to an iterative and often difficult process, engaging in real partnership, and serving real people, we were able to create work that goes beyond the expected, and truly proves AT&T’s core brand belief that “Connecting Changes Everything.”

In a 5G landscape cluttered with technical jargon and a sea of sameness, AT&T sought to showcase the human impact of their technology and brand purpose, "Connecting Changes Everything." While many telcos spend an enormous amount of time and effort warring over transactional relationships with consumers, we saw an opportunity to focus on how AT&T could use its service to unlock potential for people. This was not a quick marketing stunt – it was a brand commitment and innovation designed for lasting impact.

In laying the groundwork for our strategy, we embarked on a journey of dialogue with the very community we aimed to support, Gallaudet University. We observed the football team’s current play and engaged in extensive discussions with players and coaches, learning throughout the process the important work of representing them correctly. Our objective was clear: to absorb insights on how better connections could improve their on-field experiences, thereby reshaping the trajectory of their futures. AT&T produced 15 5G-connected football helmets, which underwent rigorous safety testing to ensure they met regulatory standards. The challenge was balancing the extensive engineering requirements without compromising the safety demands required for use of the helmet in game play. The development team experimented with a combination of off-the-shelf and custom components while incorporating Gallaudet’s feedback into the evolving prototypes over a period of over two years until we had a final product approved by the NCAA.

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.”

In its first week, the campaign earned 1B+ impressions, and over 3 months, the campaign generated over 4.5B earned media impressions. Sentiment across social media was overwhelmingly positive — 93.6% – rare for this category. The AT&T 5G Helmet also delivered Gallaudet their first win of the season in the first game it was worn and Gallaudet has received approval from the National Collegiate Athletics Association (NCAA) to use the helmet in every game in the upcoming 2024 season. The College Football Hall of Fame is putting the helmet on permanent display. NCAA conferences have interest in making the helmet available to all players. And, AT&T is exploring the possibility of implementing the technology within firefighter helmets to support more streamlined communication.

AT&T’s brand purpose, “Connecting Changes Everything,” comes from AT&T’s long history of developing innovations that connect people to greater possibilities from day one. From the invention of the telephone, to the first call to the Moon, to AT&T Bell Labs, to the AT&T 5G Helmet, AT&T’s expertise has always been driven by a desire to unlock potential that serves the needs of real people. This initiative bridges the gap between technology and human connection. Through extensive engineering, the NCAA-approved helmet enhances game integration for Deaf and hard of hearing players, marking a significant stride in inclusivity in sports. The campaign got massive attention, but its true success lies in empowering athletes, demonstrating the impact of connectivity and innovation in transforming lives.