Tell Your Story—Sundance

SUNDANCE—Ex Award Winner

SUNDANCE 2019

As a sponsor of the Sundance Film Festival, AT&T wanted an organic presence to promote DIRECTV as a partner to filmmakers to distribute their work. To accomplish that, we combined AT&T branding with immersive graphics, neon signs and smart, simple aesthetic that made AT&T feel right at home as a major player at the festival. 

SUNDANCE 2020

Every year, Park City, Utah is transformed into a moviemaker’s mecca - the Sundance Film Festival. As one of the entertainment industry’s premier events, it was a perfect branding and activation opportunity for AT&T. Capturing the attention of the press was our primary objective. We wanted to engage A-List talent in a way that would organically feed press coverage – engaging them both in real-time conversations and across social platforms. Leading with Warner Media, we leveraged press coverage to take our presence beyond Sundance, reaching both entertainment fans and industry professionals. 

METRICS

• 565 Earned Press Hits

• 10.4 billion media impressions

• $79,673,330 ad value

• AT&T was the #1 most mentioned brand within Sundance 2020 social media

• #ATTonLocation brand campaign achieved 565% overall positive gains YoY.

• 11.1MM overall brand impressions, increasing by 1.7 times year over year.

SVP Creative Services: Roger Hyde VP Creative Services: John Vetter Creative Director, Art: Amanda Assadi Creative Director, Copy: Richard Griffin Associate Creative Director: Sanchez Stanfield Designer: Gina Fujita Copywriter: Richard Griffin Print Production: Sarah Grabel Production Studio Manager: Bernie Middendorf Retouching/Animation: Billy Lewis