AT&T: True Connections
3rd Place in AAF's National Student Advertising Competition
Recognized with AAF's Mosaic Award and by UNC’s Carter-Tinson Gallery for work advancing access, belonging,
and inclusion.
Challenge
To Gen Z, “Connecting Changes Everything” feels like something any provider could say — leaving AT&T forgettable unless there’s a problem with their service. ​
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Opportunity
Redefine “connecting” in this generation's real, lived experiences.​
The Status Quo
Connection ≠ connectivity: Telecom brands equate connection with connectivity — competing on coverage maps, speed claims, and technical performance.
Our Strategy
Seamless connectivity is table stakes for an "always-on" generation.
AT&T celebrates what that connectivity makes possible, championing how Gen Z uses its network to create relationships and communities that change trajectories.
Insight
Gen Z’s “always-on” life is often seen as a weakness, when it’s their greatest strength: it's how they build identity, community, and opportunity.​
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Idea
AT&T will show true stories of how seamlessly connecting improves the life moments of the
“always-on” generation.
