PARKER SCOFFIELD · Strategist

AT&T - NSAC

THE ASK

How can we make Gen Z crave AT&T?

CONTEXT

Gen Z is tech-savvy, social media driven, and values their online personas. They have a fixed idea of how relationships are supposed to be, but are stuck in a cycle of attention seeking apps, lacking the authenticity and connection they deeply desire. 75% of Gen Z admit to spending more time on their phones than they’d like.

Because so many relationships are mainly retained online, Paralyzed Idealists struggle to find simple ways to connect authentically with all of them, conditioning them for surface-level interactions. AT&T’s worldwide coverage provides the breadth of connection possible while highlighting that personal connections are what really matter.

INSIGHTS

CREATIVE THOUGHT STARTERS

Pocket people are an extreme metaphor representing what is actually happening when you connect digitally; Through AT&T, you really can be there.

Too often do Paralyzed Idealists undervalue the fact that they are so easily able to access anyone at any time.

As we let the audience see themselves in the ads as pocket people, AT&T can set forth the example to empower Gen Z to take full advantage of engaging in the connection they desire.

Working as a large team is fulfilling and a challenge as well. In order to juggle ideas, emotions, and team dynamics was an amazing opportunity to learn how to lead. Discussing this target market brought many thoughts on how I connect with those I care about and I made plans to futher my connections with them.

TAKEAWAYS

THE TEAM

AJ Hagman - Art Director
Maura Broadhead - Copywriter
Parker Scoffield - Strategist/Account Manager
Liz Keohane - Media Planner
Sara Adams - Strategist
Ben Zamora - Strategist

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