Tapping AT&T's ever-evolving audio mnemonic, we reprised the tagline “Rethink Possible” to capture a feeling of freedom and optimism. Expansive, rich, open, unencumbered, human, purposeful, honest, genuine, inspiring, forward-looking. These words danced through our heads to create a song that would be effective across all key touchpoints and thread the entire marketing campaign together with overarching audio atmosphere.
The Blokes aimed to embody the limitless possibilities that their ad campaign was meant to inspire. We felt a light, yet meaningful pop song with heartfelt lyrics was the way to achieve this. In terms of instrumentation, we wanted a very organic and lush arrangement to match the depth of the slogan.