The truth speaks for itself.

Verizon Wireless - Best for a good reason.

True purpose comes from a deep place of belief, beyond times and trends.

Verizon
Mar 2019
Best For A Good Reason
Brand
Innovation

Many brands struggle to find purpose - often making it up with the help of marketing. Verizon has had a great purpose from day one: “to build the best network”. And this intention is deeper than being better than others, contrary to popular belief. It’s an internal standard, a relentless spirit and a drive for excellence in everything they do. So, we created a platform to share the true intention behind everything Verizon does, in real life, one reason at a time.

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This project became essentially a Biography of the Network, told through hundreds of chapters in the words and actions of the people who build it.

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“Verizon shows what it took to wire U.S. Bank Stadium for 73,000 fans at the Super Bowl.” - Adweek

Our approach

A view of our in-house newsroom in action.

In-House Newsroom

Authenticity meant avoiding advertising tricks and using honest storytelling, so we developed a newsroom, with dedicated documentarians, journalists and producers - a separate office inside the agency where this group sits together and runs everything from interviews, scripts, shots, edits, sound and traffic. All working to showcase the stories behind the network as they happen.

- 50+ films produced to date

- 100+ engineers interviewed

- 14 key cities across the country

Local-Up Approach

To connect intention and audience, we devised a Local-Up approach, using real locations, real Verizon engineers, and real reasons. Because the more real it becomes, the less it can be challenged by silly competitive claims.

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The Results

138M+

total views to date

61%

completion rate on YouTube, 200% above platform benchmark

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