Every year millions of Americans try to predict the NCAA basketball tournament by filling out a ‘bracket’, and challenging their friends. But there is one problem that every sports fan knows about. Because the tournament is so unpredictable, it always seems like those who know the least actually create the best bracket. Since AT&T is in the business of connecting you to the information you need, we decided to introduce a new kind of "expert" to the public – someone who knows nothing about college basketball. Six-year-olds. At BracketsBySixYearOlds.com we launched an online bracket-builder where people could make predictions on each game with the help of our tiny experts. Over 300 individual videos were created using real responses from six-year-olds. We also created content that was integrated into the broadcast and shown at halftime of specific games. Panel discussions with the six-year-olds gave some fresh perspective on the tournament.

The campaign also led to AT&T's successful "It's Not Complicated" campaign.
One Show Interactive - Bronze
One Show Entertainment - Bronze x 2
Webby Award - Finalist
New York Festival - Gold, Silver & Bronze
Art Director's Club - Bronze
AICP Next Awards - Shortlist
ADDYs - Silver