AT&T

Direct Mail Copy, Email Copy, Conceptual Thinking

HBO Win Back

Brief: Win back subscribers that cancelled their HBO subscription.

Insight: When people get used to things, those things become less exciting.

Idea: Push home the idea that, just because you've experienced HBO programming before, doesn't make it any less exhilarating.

Brief: Announce Hallmark's return to AT&T U-verse programming.

Insight: People love Hallmark because its familiar and pulls on the heartstrings.

Idea: Invoking a sense of home and comfort for the holidays was a no-brainer, so I came up with a simple but familiar concept for this mailer.