"Close to Home," AT&T's harrowing film about the dangers of cell phone use while driving, claimed the Best of Show honor at The AICP Show: The Art & Technique of the American Commercial, held Thursday night at the Museum of Modern Art in New York.
The film, created by BBDO New York and directed by Frederic Planchon out of Anonymous Content, depicts a day-in-the-life of people from all walks of life. Their lives ultimately intersect in a tragic event triggered when a mom glances down quickly at her cell phone while at the wheel of her car.
The film was part of an integrated campaign that also included spots, online teasers and a virtual reality simulator that allowed a driver to experience the potential fatal consequences of using a phone while on the road.
The most awarded directors with three honors each were John Hillcoat of Stink USA, for Apple Music's "History of Sound," and Bob Industries' Trish Sie and OK Go Frontman Damian Kulash, the sister-brother duo behind OK Go's "Upside Down &
Wieden & Kennedy was the most awarded agency with six awards.
Earlier in the week, the AICP announced its Next Awards, which gave the top honor to the New York Times' VR experience "The Displaced."
See the full list of winners at the AICP's Awards site.