The Ask: Make Gen Z crave AT&T—turning it from just another phone service into a brand they actively want to be part of.
Background: AT&T is a leader in telecom, but Gen Z doesn’t feel a real connection. They see it as a utility, not a brand with personality or cultural presence.
Problem: Gen Z doesn’t think about their phone plan until they have to. AT&T feels invisible—something they inherit, not something they choose.
Insight: Gen Z wants brands that match their energy—bold, entertaining, and always in on the joke. They love brands that feel like a friend, not a sales pitch.
Solution: We positioned AT&T as more than service—it’s the plug to everything Gen Z loves. From hyper-relevant content to unexpected collabs and on-campus takeovers, “Crave More” makes AT&T part of their lifestyle, not just their phone bill.
Role: Strategy | Creative
Team: NSAC- Brandcenter
ROBLOX &BEYOND ACTIVATION
PLANS BOOK
