Client
AT&T
+
Scope
Activation
AT&T 5G Helmet
Project Summary
As AT&T embarked on a major rebranding effort, they knew they had to do more than just update their image - they needed to prove their new brand purpose in a meaningful way. The challenge was clear: demonstrate that their new tagline, "Connecting Changes Everything," wasn’t just words, but a commitment to driving real, impactful change powered by their technology and network. The AT&T 5G Helmet for deaf football players is the result of that commitment.
Result
4.3 Billion+
total earned impressions
Result
99%
positive online sentiment
Insight
Deaf football teams like Gallaudet University – the school credited with inventing "the huddle" – can't hear their coaches shout plays. The 5G Helmet solves that by instantly displaying routes on a heads-up display built into a player’s facemask.
Insight
After more than 2 years of research and development, we introduced the first-ever 5G-powered helmet, designed to revolutionize sideline communication and play calling for Deaf and hard-of-hearing football players.
To bring this innovation to the world, we launched a film during the College Football Playoffs featuring Gallaudet's football team. That same day, the Bison won 34-20 using the helmet in-game for the first time.
Insight
