AT&T's OOH Ads Illustrate Its Commitment to Hiring 20,000 Veterans by 2020

BBDO work targets Atlanta, Dallas, New York and D.C.

In 2013, AT&T announced it would hire 10,000 veterans within the next five years, recognizing the value of veterans' skills and how well that expertise translates to business. That goal was met faster than expected—by the end of 2015—so the company decided to double the goal, seeking to hire an additional 10,000 veterans by 2020, making 20,000 total. 

Timed to Veterans Day on Monday, BBDO is advertising the initiative with an out-of-home in Atlanta, Dallas, New York and Washington D.C. that includes wild postings, print, static and digital bus shelters, and a large painted wall in NYC. The ads show actual résumés, partly visible through camouflage patterns, from veterans now employed by AT&T.

"Camouflage uniforms are used by military personnel to become invisible during a war. But it's when veterans return to civilian life and begin looking for jobs that they can feel more invisible," the agency tells Muse in a note accompanying the work. 

"While in the service, I often wondered if the self-discipline, teamwork and skills I was gaining would help me find a fulfilling career," JoHanna Martinez, military talent attraction manager for AT&T Talent Acquisition and a veteran of the U.S. Marine Corps, said of the hiring program in a statement in 2016. "Fifteen years later, I now know that those skills have been the foundation to every success in my career. Because those values are part of the AT&T culture too."

The OOH campaign runs through the end of November and asks companies to join AT&T in seeing veterans' potential, not just their service.

In addition, AT&T and BBDO have released a new 30-second spot advertising support for service members and their families is through AT&T discounts for active military, veterans and first responders. 

See that spot below. 

CREDITS

—AT&T CAMOUFLAGE RESUME CAMPAIGN

Chief Creative Officer, Worldwide, BBDO: David Lubars 
Chief Creative Officer, New York, BBDO: Greg Hahn 
EVP, Group Executive Creative Director, BBDO: Matt MacDonald
Executive Creative Director, BBDO: David Povill
Executive Creative Director, BBDO: David Cuccinello
Creative Director, BBDO: Katie Brinkworth
Creative Director, BBDO: Mike Costello
Associate Creative Director, BBDO: Julio D'Alfonso
Associate Creative Director, BBDO: Luis Marques

VP, Director of Project Management, BBDO: Colin Vidika
Senior Project Manager, BBDO: Cornelia Berg
Associate Art Producer, BBDO: Lizzy Lehn
Creative Director, Studio Head, BBDO: Celine Nahas
Art Producer, EG+: Eric Ortega
Sr. Production Artist, EG+: Christina Romani
Copy Editor, BBDO: Homer Marrs
Content Management Lead, BBDO: PD Shindell
Motion Design Lead, BBDO: Jason Levesque
Motion Designer, BBDO: Justin Volz

Managing Director, BBDO: Doug Walker 
Managing Director, BBDO: Rachel Nairn
SVP, Senior Director, BBDO: David McKenzie 
Account Director, BBDO: Andrea Bass 
Account Supervisor, BBDO: Jhordan Ford
Account Executive, BBDO: Kristy Han 
Account Executive, BBDO: Leah Pozin 

Chief Strategy Officer, BBDO: Crystal Rix
EVP, Head of Integrated Planning, BBDO: Angela Jones
EVP, Head of Brand Planning, BBDO: Tim Millar
Senior Brand Planner, BBDO: Alex Morrison
Communications Planner, BBDO: Kristen Farnam

—AT&T "The Wait" Credits

Agency: BBDO, Hearts & Science
Client: AT&T
Title: "The Wait"

Chief Creative Officer, Worldwide, BBDO: David Lubars 
Chief Creative Officer, New York, BBDO: Greg Hahn 
EVP, Group Executive Creative Director, BBDO: Matt MacDonald
Executive Creative Director, BBDO: David Povill
Executive Creative Director, BBDO: David Cuccinello
Creative Director, BBDO: Katie Brinkworth
Creative Director, BBDO: Mike Costello
Associate Creative Director, BBDO: Toby Brewer
Associate Creative Director, BBDO: Will Lindberg
VP, Director of Project Management, BBDO: Colin Vidika

Group Executive Producer, BBDO: Julie Collins
Executive Producer, BBDO: Katie Porter 

Managing Director, BBDO: Doug Walker 
Managing Director, BBDO: Rachel Nairn
SVP, Senior Director, BBDO: David McKenzie 
Account Director, BBDO: Andrea Bass 
Account Supervisor, BBDO: Jhordan Ford
Account Executive, BBDO: Kristy Han 

Chief Strategy Officer, BBDO: Crystal Rix
EVP, Head of Integrated Planning, BBDO: Angela Jones
EVP, Head of Brand Planning, BBDO: Tim Millar
Senior Brand Planner, BBDO: Alex Morrison
Communications Planner, BBDO: Kristen Farnam

Production Company: Arts & Sciences
Director: Sean Meehan
Managing Partner/Executive Producer: Marc Marie
Head of Production: Christa Skotland
Line Producer: Sam McGarry

Editorial: Rock Paper Scissors 
Editor: Adam Pertofsky
Assistant Editor: Derrick Monks
Executive Producer: Raná Martin
Producer: Janae Abraham

Telecine Company: Company 3 NY
Telecine Artist: Sofie Borup
Producer: Alexandra Lubrano

Conform/Finish Company: A52
Executive Producer: Kim Christensen
Producer: Drew Rissman
Production Coordinator: Andrew Rosenberger
Lead Flame Artist: Dan Ellis

Audio Finishing: Lime Studios
Executive Producer: Susie Boyjan
Mixer: Rohan Young
Asst Mixer: Ben Tomastik

Music: Turning Studios
Producer: Carla de Menezes Ribeiro
Composer: Elliott Wheeler

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards and founding editor of Muse by Clio. Prior to joining Clio in 2018, he was creative editor at Adweek.

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