AT&T - 5G HELMET FOR DEAF FOOTBALL
Project
AT&T - 5G HELMET FOR DEAF FOOTBALL
Project
AT&T - 5G HELMET FOR DEAF FOOTBALL
Client
AT&T
Client
AT&T
Role
Concept, Product Design, Creative Direction, NCAA Partnership, Deaf Community Outreach, Launch Film, Launch Strategy
Role
Concept, Product Design, Creative Direction, NCAA Partnership, Deaf Community Outreach, Launch Film, Launch Strategy
Market
United States
Market
United States
Year
2023
Year
2023
Creative Sustainability: Find your purpose with one product.
Brands break through when they bring their purpose to life. We achieved that for AT&T by designing a world-first piece of technology that continues to change lives today. We invented, designed and developed the world’s first 5G Helmet for Deaf football players.
Deaf football teams like Gallaudet University can't hear their coaches shout play routes. The 5G Helmet solves that by instantly displaying routes on a heads-up display built into the player’s visor. The device and integrated campaign became the centerpiece of AT&T’s brand relaunch — proving their new brand platform 'Connecting Changes Everything' in a way traditional comms never could alone.
“The stands were going crazy, I'm turning around high-fiving everyone. It was so, so incredibly special.”
-Kellyn Kenny, Chief Marketing Officer, AT&T
A TECH STORY TOLD THROUGH EQUALITY
No one cares about 4G or 5G or whatever comes after that. They care about what the technology can do. The 5G Helmet levels the playing field for Deaf football players. For the first time, immensely gifted athletes have a route to the pro leagues where everyone else uses in-built radio comms. All of this achieved with the power of AT&T technology.
A 150 YEAR OLD COMPANY GOT ITS SWAGGER BACK
The new tech lead national news for several weeks after launch with dedicated segments, reviews and interviews with players and AT&T representatives — giving our client countless organic opportunities to share their brand purpose with America and relaunch their reputation as a cutting-edge innovation company.
“The AT&T 5G-connected helmet will change football. This gives everyone a chance to show what they can do”
— Coach Chuck, Gallaudet Football
BROUGHT TO LIFE BY A WORLD-CLASS TEAM OF INNOVATORS
The AT&T 5G Helmet was conceived and produced at the creative agency Translation while our founders were leading the AT&T business. Over 2.5 years it was shaped and refined by a world-class team of strategists, creatives and producers into the life-changing device worn by players today.
A SEAMLESS STORY FROM EARNED TO PAID MEDIA
We waited until all of America was watching and launched the companion commercial for the 5G Helmet during College Football Playoffs — cementing AT&T's brand purpose. The film is scored with Simon and Garfunkel's 'Sound of Silence' and performed by Amira Unplugged, herself a member of the Deaf community.
Conceived and made at Translation NY. Technology built by Mayda. Developed in partnership with Gallaudet University.
Creative Sustainability: Find your purpose with one product.
Brands break through when they bring their purpose to life. We achieved that for AT&T by designing a world-first piece of technology that continues to change lives today. We invented, designed and developed the world’s first 5G Helmet for Deaf football players.
Deaf football teams like Gallaudet University can't hear their coaches shout play routes. The 5G Helmet solves that by instantly displaying routes on a heads-up display built into the player’s visor. The device and integrated campaign became the centerpiece of AT&T’s brand relaunch — proving their new brand platform 'Connecting Changes Everything' in a way traditional comms never could alone.
“The stands were going crazy, I'm turning around high-fiving everyone. It was so, so incredibly special.”
-Kellyn Kenny, Chief Marketing Officer, AT&T
A TECH STORY TOLD THROUGH EQUALITY
No one cares about 4G or 5G or whatever comes after that. They care about what the technology can do. The 5G Helmet levels the playing field for Deaf football players. For the first time, immensely gifted athletes have a route to the pro leagues where everyone else uses in-built radio comms. All of this achieved with the power of AT&T technology.
A 150 YEAR OLD COMPANY GOT ITS SWAGGER BACK
The new tech lead national news for several weeks after launch with dedicated segments, reviews and interviews with players and AT&T representatives — giving our client countless organic opportunities to share their brand purpose with America and relaunch their reputation as a cutting-edge innovation company.
“The AT&T 5G-connected helmet will change football. This gives everyone a chance to show what they can do”
— Coach Chuck, Gallaudet Football
BROUGHT TO LIFE BY A WORLD-CLASS TEAM OF INNOVATORS
The AT&T 5G Helmet was conceived and produced at the creative agency Translation while our founders were leading the AT&T business. Over 2.5 years it was shaped and refined by a world-class team of strategists, creatives and producers into the life-changing device worn by players today.
A SEAMLESS STORY FROM EARNED TO PAID MEDIA
We waited until all of America was watching and launched the companion commercial for the 5G Helmet during College Football Playoffs — cementing AT&T's brand purpose. The film is scored with Simon and Garfunkel's 'Sound of Silence' and performed by Amira Unplugged, herself a member of the Deaf community.
Conceived and made at Translation NY. Technology built by Mayda. Developed in partnership with Gallaudet University.