AT&T Campaign

Client: AT&T | 2024-2025 | Brand campaign

Project objective: Build brand love for AT&T among Gen Z

Co-created with: Scratchpad, JMU's student-run advertising agency

Intended audience:

The intended audience is Gen Z. We further broke down our target audience into 4 personas that better encaspulate and represent the generation.

Key insights:

Gen Z values humor, charity, diversity, and a strong social media presence in brands. They seek authenticity and alignment with their values, with nearly 20% researching brands online before buying. Despite being highly connected, they associate “disconnection” with loneliness and isolation, and only 7% recall recent AT&T ads. Social media drives FOMO, making video the most effective way to reach them.

Big idea:

"No More FOMO"

Creative approach:

Our campaign removes the “Fear Of” in FOMO, symbolizing that with AT&T, missing out is no longer a concern.

The tagline “You won’t miss out. Connecting changes everything” reassures Gen Z they’ll stay connected to every moment.

Vibrant colors, bold animations, and witty, relatable messaging create a modern, authentic feel that highlights AT&T’s role in keeping them part of the conversation.