The Ask

For the 2025 National Student Advertising Competition, AT&T challenged us to bring the line “Connecting Changes Everything” to life in a way that builds brand love and strengthens their relevance with Gen Z.

We had a problem with that: AT&T cannot own connecting.

But, they can be positioned as an advocate for an unexpected kind of connection. Instead of getting Gen Z to temporarily "crave" AT&T, we decided to offer a more sustainable solution.

Brand Problem

AT&T attracts new customers effectively, BUT without a meaningful consumer-network relationship, subscribers feel overlooked and quickly churn.

Top Findings

Consumer Interviews

“I feel like we crave stimulus and more excitement [in] shorter bursts...[but] something that's not as immediately stimulating... might be more rewarding over the long term…”

Social Listening

Mobile network providers are universally hated. Why? Because they should be invisible. They're only ever top of mind when there is an issue.

Pew Research

Gen Z is overwhelmed by low-quality, surface-level digital interactions. They are drawn to brands that help them declutter their online lives and prioritize meaningful connections through validation and trust.

Competitive Research

Top network providers offer the same service in different fonts. AT&T has little that makes it unique. A new personality that is more approachable and authentic could set them apart.

The Solution

Instead of demanding Gen Z's attention, AT&T will earn their trust by being reliably invisible - always connected, but never instrusive. The one mobile network not pushing you to be on your phone more than you already are.

MY COPY of NSAC2025- AT&T Book (2)_edite

Get our DIGITAL DAYDREAMERS to associate serotonin with AT&T by showing them that AT&T's reliability allows them to enjoy life's most fulfilling moments uninterrupted.

Bringing the Idea to Life

This idea will live in the real world with executions that show how AT&T isn’t just a network, it’s Gen Z’s ultimate supporter: fueling ambitions, boosting connections, and simplifying their online life so that they can focus on living the life they actually want - a life full of real happiness.

CREATIVE EXECUTIONS

2025 NSAC Concept

Team: Kenzie Alvey, Ellie Arnett, Autumn Doi, Tabea Gursch, Paige Paxton, Mallory Snyder, and Kaya Winn

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