Making a 100-year-old brand relevant to gen z.

As part of Syracuse University’s team for the National Student Advertising Competition hosted by the American Advertising Federation, I worked with thirteen other incredibly talented people on a campaign for AT&T. Tasked with appealing to Gen Z and armed with a $75 million budget, my teammates and I created the following campaign.

AAF NSAC

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AAF NSAC *

Our team spent months conducting in depth qualitative and quantitative research to drive our strategy and inform our creative. We utilized AT&T’s existing tagline, “Connecting Changes Everything” to appeal to Gen Z in ways that would reach them where they were and when they were receptive to it. We delivered a strong, well-informed campaign with fresh creative and partnerships with relevant influencers, events, and organizations to make sure we were best reaching our anxiously optimistic Gen Zers.