The Challenge.

This semester, the UNL NSAC team was tasked with making Gen Z crave AT&T. This felt impossible at first. How do you get Gen Z to view a utility bill as something more than that?

Our research showed that Gen Z feels neutral about telecom providers and AT&T does not resonate with them. We had to define what connecting means to Gen Z and that led to our “for real” campaign.

As a copywriter, I developed our campaign manifesto, executed our creative concepts, wrote scripts for video advertisements and was the lead on the plans book.