AT&T
True Connections
Gen Z’s “always-on” life isn’t a weakness. It’s their greatest strength.
The campaign consists of all true stories of how seamless connection enhances the life-moments of the “always-on” generation.
Challenge:
Solution:
How can we leverage the tagline "connecting changes everything" to build brand love and increase relevancy of a 150-year-old brand among Gen Z?
Get the "always-on" generation who are trying to find their place to understand that AT&T gets them by showing them the positive impact of their seamless connectivity.
bragging rights:
1st place at District 3
2nd place at Semi-Finals
3rd Place at Nationals
Video
Out of Home
Strategy: The Plans Book