Adworks

The challenge lay in challenging the entrenched norms of traditional advertising, where ad buys were often based on broad demographic categories, resulting in missed target audiences and inefficient resource allocation. We needed to create concepts that effectively conveyed the shortcomings of this approach while presenting addressable advertising as a more precise and cost-effective solution.

Our goal was to create whimsical concepts that humorously contrasted traditional ad buying methods with the precision and efficiency of addressable advertising. We aimed to use humor to drive home the message that traditional ad buys could be like shooting in the dark, while addressable advertising offered a targeted and economical alternative.

While the concepts were ultimately not published, they succeeded in sparking conversation and generating internal discussion about the benefits of addressable advertising. By creatively illustrating the shortcomings of traditional ad buys, we paved the way for further exploration of addressable advertising solutions within AT&T’s advertising ecosystem.