Art Director Graphic Designer
Connecting Changes Everything
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Client: AT&T, as part of the 2025 National Student Advertising Competition.
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Ask: Build brand love and relevancy for a 150 year old brand among Gen Z
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Solution: Use an every day word, hey to show how connecting really does change everything.
Skills used: creative direction, art direction, Photoshop, layout design, videography
Kicking off our campaign with a Super Bowl spot
Let's break the constant noise of the Super Bowl with an attention-grabbing silence.
Hey in Action
OOH and Social Media
With these OOH and social ads, we put hey in familiar contexts to show how one word - when powered by AT&T - can change everything.
Hey on TV
In all our TV spots, you feel the uncertainty that Gen Z is facing and it's resolved by one word - hey
To get people involved, we're establishing a new, UGC-fueled national holiday - Hey Day - where people are encouraged to call someone in their life and tell them how important that connection is.
To promote our holiday, we'll have music festivals in different cities with free-to-use recording studios and phone booths to participate in the holiday.
![Hey Press Play [Recovered]-02.png](https://static.wixstatic.com/media/c45a9d_f1000450ea5a4279b9a8b5ae7d48a6f6~mv2.png/v1/fill/w_331,h_220,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/c45a9d_f1000450ea5a4279b9a8b5ae7d48a6f6~mv2.png)
Our video game event targets the younger part of our target, and gives people the chance to game with the AT&T sponsored esports team, 100 Thieves.
This social media movement is completely comprised of UGC. We ask our target to share stories of their connections in the form of art or poetry.
The best submissions will be displayed at a pop-up gallery and put in a special edition art book.
Partnership
We'll be partnering with LEGO to release a limited set that shows the history of AT&T. We'll also have an interactive mural where people are encouraged to build a custom minifigure and add it to the wall. When it's filled up, a big hey is revealed, showing physically how connecting changes everything. When they're done, they get to bring home their very own LEGO keychain.
