The film showcases Lizette Salas’s journey as a golfer, from a young age to her current success as a professional athlete. As we watch Lizette’s training and struggle through the years, we hear Ramon Salas making a life-changing phone call to help Lizette pursue her passion. He manages to exchange handiwork as a mechanic for golf lessons for his daughter. The film ends with Lizette triumphant in a competition, a testament to the transformative power of a simple phone call.

For many years, telco as a category has been all about sales activations and less about creating brands people care about. While this strategy has maintained sales, it creates a risk of commodification over the long-term. With the launch of the Connecting Changes Everything campaign, AT&T sought to change that and to build a brand connection that could support their business goals for years.

Below are preliminary metrics since the campaign launch, March 30th, 2023.

General impact &engagement:

- In total, the campaign has delivered 732MM impressions.

- 90MM impressions in 3 days.

- Social engagement sentiment was extremely strong at 88%.

According to Ace Metrix, below shows how the campaign is performing at building emotional connection:

- Average 1.88 “Inspiring” ACE EMO signal, vs. 0.004 wireless category average for 2022

- Average 2.44 “Heartfelt” ACE EMO signal, vs. 0.004 wireless category average for 2022

We launched during The Masters Tournament. Based on our extensive experience and historical measurement in those tentpoles, we knew we also needed to create work that would resonate in that context. Fortunately, connecting does change everything—including the trajectory of young athletes. We told the powerful story of Lizette Salas, a golfer whose life and career were transformed by a single moment of connection.