Problem
Telecom companies have become interchangeable. To Gen Z, AT&T isn’t a brand they feel connected to. It’s just the name on their phone bill.
AT&T
For Real
A phone company telling people to put their phones down is ironic, but when your whole brand is about being connected, AT&T realized real life should probably matter too.
Insight
Endless scrolling creates short-term stimulation, not fulfillment. Gen Z is “connected” 24/7, yet somehow still feels more disconnected than ever. They’re overwhelmed, too busy watching other people live rather than actually living themselves.
Solution
Transform AT&T into the brand that connects people, not just through screens, but for real.
Manifesto Video
Out of Home
Top Large OOH Photo
Photo 01
Photo 02
AT&Talks
AT&Talks is an initiative focused on conversation. The idea is simple: people are constantly communicating, but it’s not always meaningful. AT&Talks uses conversation prompts, card games, public benches and community pop-ups to encourage more genuine interaction.
AT&Tour
AT&Tour is a microsite designed to make people feel at home in new places. Moving somewhere unfamiliar can be scary, especially for Gen Z. Through specific city recommendations based on their personal interests, AT&Tour helps people discover local spots, meet friends and experience new things.
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AT&Tea
AT&Tea is a limited edition spiked iced tea. The reality is, a lot of Gen Z bonds over drinks. It’s one of the few things that consistently brings people together. Available at golf courses, festivals, concerts and stores across the country, AT&Tea is another excuse to go out and make real connections.
The Art Of
Tiki-Taka
Tiki-taka is a style of soccer built around quick passing, constant movement, and teamwork. Instead of relying on individual plays, teams use short, fast passes to control the game and stay connected.
The Chosen
Family Plan
The Chosen Family Plan is built around the idea that family isn't always the people you’re related to. It can be roommates, best friends, teammates, the people you connect with most. Your chosen family.
Connect Before Kickoff
Connect Before Kickoff is an AT&T activation built around the FIFA World Cup, popping up in host cities across the country. It brings fans together before matches through interactive areas, live entertainment and social hangout spaces. The experience features the AT&Talks stage for real conversations and fan engagement alongside the AT&Tea tent serving limited-edition refreshments, turning pre-game excitement into a shared celebration of connection, community and soccer culture.
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