A.C.E
A.C.E
A.C.E
Copywriter | Strategist | Presenter
During my first year competing in the National Student Advertising Competition, our team was given a brief by AT&T. This was my first experience working on a campaign of this scale, taking a national brief from research all the way to the final pitch.
I was involved in many of the conversations surrounding what our core idea should be. Spending time with the research and uncovering the insight that everything else could be built around was some of the most important work we did. It taught me that the success of a campaign isn't just about having good ideas; it's about having the team as a whole understand the insights.
How did the most connected generation become “the loneliest generation”—and where does AT&T fit in?
Problem:
For many Gen Z consumers, AT&T exists in the background—a utility often tied to their parents’ phone plan rather than a brand they actively choose or connect with.
Insight:
Gen Z may be more connected than ever, but connection doesn’t always mean feeling heard, understood, or seen. Technology becomes meaningful when it enables genuine human connection.
Solution:
Reposition AT&T from the company that keeps Gen Z connected to the brand that helps them feel heard, seen, and supported. Through authentic storytelling and interactive experiences, AT&T demonstrates the human value behind its technology.