1. Concept: The central concept of the campaign was to inspire people to think beyond traditional boundaries and limitations, encouraging them to imagine a future where technology and communication could revolutionize the way they live, work, and connect with others.

2. Brand Message: "Rethink Possible" conveyed AT&T's commitment to pushing the boundaries of what's possible in telecommunications, technology, and innovation. It positioned AT&T as a company at the forefront of enabling these possibilities.

3. Advertisements: The campaign featured a series of television commercials and print advertisements that highlighted various aspects of technology and human achievement. These ads showcased real-life innovations, inspiring stories, and futuristic scenarios.

4. Diverse Scenarios: The campaign covered a wide range of scenarios, from healthcare advancements and education possibilities to environmental sustainability and entertainment experiences. It aimed to show how AT&T's services could impact various aspects of people's lives.

5. Cultural Impact: "Rethink Possible" was designed to resonate with a wide audience, fostering a sense of optimism and innovation in the ever-evolving world of technology. It encouraged viewers to embrace change and see technology as an enabler of positive change.

6. Campaign Evolution: Over the years, the campaign evolved to align with new developments in technology and telecommunications. It continued to emphasize AT&T's role in enabling the future and making the seemingly impossible possible.

7. Tagline: The tagline "Rethink Possible" was prominently featured in the advertisements and served as a memorable way to encapsulate the campaign's message.

8. Success: The campaign achieved success in terms of brand recognition and reinforcing AT&T's position as a leader in the telecommunications industry. It also contributed to the company's efforts to connect with consumers on an emotional level.