FWA of the Day - May 2, 2020
Rather than simply promote AT&T’s new products, we integrated them into a program to amplify Lady Gaga’s existing culture of individuality and spread kindness in a world that is becoming increasingly divided. The Monster Wall reflected fans as life-sized Little Monsters that moved with you with zero-latency powered by 5G.
Drawing on Kindness powered by 5G, an AR art installation, let Little Monsters create a kinder world with virtual art. Pose with The Paw captured Little Monsters in an iconic 150-degree panorama. Lastly, the AT&T TV room harmonized little monster generated content with some of the new services' entertainment offerings. For each social share and interaction at these activations, AT&T donated $1 to Born This Way foundation, resulting in a $250K donation.