Purposeful Change
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 slogan, "Connecting Changes Everything," wasn’t just words, but a commitment to driving real, impactful change. The AT&T 5G-powered helmet for Deaf football players is the result of that commitment.
After more than 2 years of dedicated research and development, we introduced the first-ever 5G-powered helmet, designed to revolutionize communication for Deaf and hard-of-hearing football players. The helmet uses 5G and AR technologies to enable these athletes to receive crucial in-game information visually, leveling the playing field with their hearing counterparts.
“This will change football.”
- Chuck Goldstein, Gallaudet Bison Head Coach
To bring the news of this innovation to the world, we launched a film during the College Football Playoffs that featured the Gallaudet University’s football team. The film, set to Simon & Garfunkel’s "Sound of Silence," and performed by Amira Unplugged - herself a member of the Deaf community - captured the powerful emotions of breaking through communication barriers.
The campaign launched across all kinds of media - radio, social, print, and film - showing everyone how the helmet is making football more equal and accessible. But the real game-changer was on the field where Gallaudet not only won their first match with the helmet but have now also incorporated it has a permanent part of their strategy.
“The stands were going crazy. I'm like turning around high-fiving everyone. It was so, so incredibly special.”
- Kellyn Kenny, AT&T CMO
The helmet was in the national spotlight for weeks after its launch, appearing in everything from filmed segments to articles and interviews, helping AT&T reclaim their reputation as a company driven by human values and state-of-the-art innovation.
