Codes of Culture

AT&T lagged in brand affinity with multi-cultural millenials. The issue wasn't awareness, it was meaning, relevance. Based on the insight that there seemed to be extraordinary pride in the area codes of major cities. And area codes are inherently linked to phones. People would move cities but keep their number with their 'home' area code. We used this base to build a social and experiential campaign repping these communities. It wasn't about phones. It was about connecting with the audience with more substance than ever before. It won a Cannes Lion. It lives on in social culture.