The Team That Wouldn’t Be Here

Eleven NFL players and a head coach who wouldn’t be here without a first responder.

Verizon’s 2019 #AllOurThanks campaign told their stories, then let America tell its own.

AllOurThanks.com introduced the team, housed the documentaries and gave everyone else a way to thank the first responder in their own life.

As the spot aired, Coach Anthony Lynn added his note to a wall of thank-yous pulled live from the site. Geo-targeting meant viewers saw the notes from their own community.

For the length of the game, Verizon’s Twitter feed thanked first responders, matching live game stats with live data from units around the country. Super Bowl Sunday for most of America; a shift like any other for them.

Concept: McCann New York. Channels: Momentum, Weber Shandwick and R/GA. I led R/GA’s part: the digital hub and social. Some of the work shown here is theirs.