AT&T's brief was simple - they wanted to figure out how to use the world's largest social network. I give AT&T a lot of credit for being open-minded about this effort. There was a lot of learning, experimentation and listening to the audience. This was a special effort for me, as we started this exercise while I was at BBDO and continued it when I joined Facebook's creative group. I'm proud of what I started and even prouder of what the team led by John Heath accomplished.