UO AD Team: AAF National Student Advertising Competition 2024/25
THE ASSIGNMENT: Build brand love for AT&T among Gen Z
INSIGHT: For Gen Z, real human connection is endangered.
IDEA: AT&T can save human connection for Gen Z.
MY ROLE: Media Planner
THE TEAM:
Production: Lily Wong, Austin Janavs, Benjamin Zuk, Amarion Akinsanya
Art Direction & Design: Gabe Taylor, Jack Dekoker, Brooke Hatchman, Claire Crager, Mia Pippert, Viole Miller, Delaney McCuen
Copywriting: Taylor Bollenbaugh, Chloe Halverson, Ellie Watson, Kayla Cervantes
Strategy: Josie Willard, Lyla Paru, Ben McCarthy, Chloe Jurva
Media Planning: Addie Peterson, Natalie Hewett, Grace Connolly, Avery Csaszar, Elisa Ashton, Ruby Joyce
Project Management: Mikala Selman, Sophie Fenton
Account Management: Melissa Rim, Hana Hesse
We developed a communication framework to organize AT&T’s campaign elements and make sure we reach the right audiences as effectively as possible every step of the way.
We worked with the creative team to create impactful activations for each phase - first to promote…
Then to foster…
And finally to protect real human connection for Gen Z.
Last but not least, we allocated our $75 million budget and calculated a timeline based on optimizing our media mix and reaching our audience where - and when - they are.