ROGERS AT&T WIRELESS BEGINS JOY OF COLOUR CAMPAIGN
By Adnews Staff
Rogers AT&T Wireless has launched its 2003 holiday advertising campaign. The "Joy of Colour" campaign was created by MacLaren McCann of Toronto to promote Roger AT&T's colour screen phones. Advertising creative contrast black and white visuals with colour. For example, in "Goal Light," the first of three television commercials created for the campaign, an outdoor game of hockey is shot in a black and white format until a player scores a goal and colour is introduced into the ad via the goal light. Television advertising is being accompanied with print, online, in-store and out-of-home executions, all unfolding over the next couple of weeks.
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