The Ask

Utilizing “Connecting Changes Everything” as a key line, build brand love and increase the relevancy of AT&T amongst Gen Z.

It takes a village.

Behind every major life event (school dances, graduations, proposals) is the group of individuals who got you there.

Rather than celebrating the lone achiever, this campaign shifts the focus to the ensemble—the friends, family, and communities that make greater possibility achievable. By highlighting these connections, the campaign shows how support makes life’s moments, big and small, more meaningful.

AT&T is more than a service provider; it’s the foundation that empowers Gen Z to stay connected, collaborate, and accomplish more as a team.

Digital Connection is Important to Me.

October 2024 Qualtrics Survey, 354 Survey Respondents

In-Person Connection is Important to Me.

October 2024 Qualtrics Survey, 354 Survey Respondents

I Feel that my time online is helping me better connect with others.

October 2024 Qualtrics Survey, 354 Survey Respondents

“I would say it [independence] means being able to do things on your own. Day to day activities. Still being able to ask for help when you need it, but not having to rely solely on needing help."

— Sara, Gen Z Respondent
"Connection helps us become what we cannot be alone."

— Reese, Gen Z Respondent
"Connection is a support system."

— Angie, Gen Z Respondent

“Connecting changes everything.”

Connection between people enables them to achieve more collectively.
AT&T sees the power of collaboration with Gen-We, but Gen-We hasn’t recognized that AT&T can be a key partner as the leading connectivity brand.
Get GEN-WE to recognize that success is a group effort by celebrating the ensemble.