Where Atlanta Speaks | Jacob Williams

The Ask

In 2017, 11Alive (an NBC-affiliated television station licensed to Atlanta, Georgia) began a two-year
journey to rebrand their platform and reconnect with local audiences. Once they found us, an award-winning agency in Atlanta, GA, they tasked with the launch of the new “11Alive: Where Atlanta Speaks” brand via a strong, inclusive 30-second broadcast spot that wholly encapsulated the true spirit of the city.
The final spot, “To Be Alive”, was created in 7 weeks from kick-off to air date and received acclaim from the community as well as the client.
The commercial broke the standard for on-air broadcast promotion and positioned DEFINITION 6 as
the first partner trusted to interpret the new brand positioning for their platform, “Where Atlanta



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