National Student Advertising Competition
The challenge
AT&T has been shaping the future of connection since 1876, when Alexander Graham Bell revolutionized communication with the telephone. Today, as the nation’s leading internet provider, AT&T faces a new challenge: capturing the attention and loyalty of Gen Z. To this generation, connection is second nature—but a utility brand is just another monthly bill. Our task was to shift that mindset. With the tagline “Connecting Changes Everything” as our foundation, we were challenged to create an integrated, high-impact campaign that builds brand love, boosts relevance, and proves that even a 150-year-old brand can speak Gen Z’s language.
My teams solution
In a digital-first world, we’re all drowning in screens and scrolling. The task was to choose a brand that exists solely in the digital realm and create a campaign that reintroduces the power of paper. It’s about breaking through the noise of fleeting online interactions and bringing back something tactile, personal, and memorable. The goal? To show digital natives the emotional impact of paper—how it lingers in your hands and your mind, leaving a lasting impression that no pixel can match.
