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Campaign

Daybreak

See the full experience 
the rundown

In 2012, BBDO & Tim Kring created a web series for AT&T with the goal to showcase their product line and its new “Rethink Possible” platform. North Kingdom was invited to help structure its digital layer with the request to add an experience through a mobile alternate reality game. Our challenge was to extend Daybreak into the digital medium, which would allow the audience to be further immersed into its story. North Kingdom defined & built a mobile experience that gave the audience the opportunity to communicate with a secret organization and take on challenges to unlock the mystery.

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The Building Blocks

In order for us to create an immersive experience that felt genuine with our audience, we questioned our human relationship with technology, and our perception of what we think it should do. These questions helped spark our creative process to help define the mobile experience and to create an authentic communication device that pushed the boundaries of our current technology. In result, we built a mobile product with advanced technological features that honored the intentions of the secret organization while delivering an exclusive experience.

The Votes

The Details

Agency
Brand
AT&T
Targeted Regions
  • North America
Launch Date
May 31, 2012

The Team

  • BBDO www.bbdo.com
  • David Lubars, Chairman - CEO
  • Greg Hahn, ECD
  • David Carter, Senior Creative Director
  • Adam Reeves, Senior Creative Director - Copywriter
  • Danilo Boer, Creative Director - Art Director
  • Julian Katz, Executive Producer of Content and Development
  • Nicholas Gaul, Executive Producer of Content and Development
  • Clemens Brandt, Executive Interactive Producer
  • Joe Croson, Executive Interactive Producer
  • RSA film, Film Production
  • North Kingdom www.northkingdom.com/
  • Marcus Ivarsson, Creative Director
  • Mia Berggren, Producer
  • Roger Stighall, Client Director
  • Linda Brockman, Production manager
  • Jakob Nylund, Senior Art Director
  • Robert Lindstrom, Design Director
  • Mathias Lindgren, Lead 3D Artist
  • Einar Oberg, Technical Director
  • Jonas Eriksson, Designer
  • Jim Olofsson, Junior Designer
  • Alfredo Aponte, UEX Director
  • Ana Cecilia Martins, Junior UEX
  • Begga Hauksdottir, Creative
  • Caitlin Sullivan, Creative
  • Monterosa www.monterosa.com
  • Carl Bock, Creative Director
  • Johan Stahle, Project Manager
  • Anton Holmquist, Technical Director
  • Katrin Hjelm, Producer
  • Hannes Wikstrom, Lead Interaction Designer
  • Anders Frank, Senior iOS Developer
  • Anton Holmberg, iOS Developer
  • Andreas Areschoug, iOS Developer
  • Andreas Mattson, Senior Android Developer
  • Henric Malmberg, Senior Android Developer
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The Stats

  • 4000 total hours spent on this project
  • 40 team members working on this project
  • 1500 total cups of coffee drunk

The Results

In the end, the overall response was overwhelming. Our initial strategy was to establish the Jack Boxers across multiple media channels, yet drive all direct communication through the app. The app contained the main storyline, yet the story began to evolve beyond our expectations through multiple fan based forums and groups. To our delight, this opened up a new narrative thread to the main story that we did not foresee. For North Kingdom this became the first living project that evolved over the release of the web series that allowed its audience to influence the story’s plot through the app.

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