How do you crave what you can’t see?
AT&T - Spec project
My role: presentation team · designed and conducted primary interviews · competitive pitfalls analysis · insight development
Brand challenge: defined by indifference
AT&T is one of the oldest service providers in the world, yet they struggle to maintain clear dominance over the category. So when they asked us, “how do we make Gen Z crave AT&T?” we dove into where that challenge comes from.
We found that at the core, young adults just don’t care. Considering that most legacy into their parents plans, they have no reason to think about service providers. Let alone a specific brand.
Gen Z isn’t just indifferent to AT&T—they’re indifferent to the category.
A generation full of contradictions
Gen Z lives in the tension between opposing desires. They want authenticity and aspiration. Sustainability and affordability. Connection and independence.
That same tension exists in our category: They want to unplug without opting out. To disconnect from the noise while staying connected to the people, culture, and communities that matter to them.
Gen Z wants to disconnect without leaving their online lives behind.
Brands play a supporting role
Younger generations are used to hearing brands tell them their values: you’re authentic! You demand the best out of yourself and brands! Your humor is clever, specific, and soooo cool!
And while it usually holds some truth, brands always fail to tell the whole story.
Gen Z doesn’t need a brand to lead. They need one that fills the gaps.
Creative idea - & Beyond
insight:
The key to connecting with Gen Z was not in finding the right story to tell, but it proving any story is possible.
AT&T is the bridge between initial connections and the moments that mean the most—the ones that come after. We invite our young audience to bring the brand into their interests & Beyond.
To the left is the breakdown of the tag and framework, as well as our manifesto.
