AT&T | Pantech Element Launch
To introduce the industry’s first waterproof tablet, we moved away from sterile tech specs and leaned into real-life proof.
The Challenge
AT&T needed to move away from sterile technology marketing to prove the Pantech Element could survive the rigors of everyday life.
The Solution
The campaign showcased the device’s performance through rich media banners featuring staged, everyday environments designed to mimic real-life chaos.
Authentic Environments
We teamed up with 1st Ave Machine to build custom, physical sets that capture the device surviving the rigors of everyday life.
Rich Media Takeovers
These expandable banners used a "page-peel" teaser to trigger a full-motion video. Post-interaction, the unit grew to showcase the tablet’s waterproof features and exclusive AT&T launch.
The Result
The campaign’s interactive ads successfully proved the tablet was both cutting-edge and durable. By showcasing the device in messy, real-world situations, it gave people confidence that it could handle the chaos of everyday life.
Credits
Client: AT&T
Campaign: Pantech Element Launch
Role: Art Direction & Design
Designer: Czar Dizon
CD/Art: George Ernst
Video Production: 3rd Avenue Machine
Agency: BBDO New York