/ at&t
bracket advice from someone who knows nothing about basketball.
AT&T tasked us with developing a groundbreaking concept for March Madness to distinguish ourselves in the sea of online bracket builders. While the task initially seemed daunting, we were unwavering in our determination to deliver something truly exceptional. Recognizing the intense competition for fans' attention, we embarked on extensive research, engaged with fans, explored bracket builders, and sought out innovation.
Through our efforts, we uncovered a pivotal insight: regardless of one's expertise in basketball or the depth of bracket-building experience, success in creating a winning bracket ultimately hinged on luck. Departing from conventional wisdom, we opted to seek input from individuals completely unfamiliar with basketball – resulting in the birth of "Brackets by Six-Year-Olds."
This initiative encompassed an unscripted video series tailored to match-ups and upcoming games, enabling bracket builders to solicit recommendations from our six-year-olds, often yielding delightfully comical outcomes. The resounding success of the campaign ultimately evolved into AT&T's acclaimed "It's Not Complicated" campaign.
