National Student Advertising Conference (NSAC) for sponsor, AT&T
Requirements:
The sponsor requested we make Gen Z crave AT&T to drive measurable growth in AT&Ts Gen Z customer base.
My role was project management and copywriting for the creation of the campaign book. For the competition, I was a presenter and acted as Head Writer, overseeing the script writing.
Primary skills used during this project: Leadership, Copywriting, Presentation
Constraints:
Creating an original youth-focused campaign under an existing tagline and branding.
Creating an original youth-focused campaign under an existing tagline and branding.
Creating a fully developed multi-phase campaign in 15 weeks.
Our constructed phone booth was damaged in a tornado, so we pivoted to a large cardboard cutout to show our idea in presentations.
Decisions:
Developing a campaign around a social focused card game partnership appeals to Gen Z through leveraging existing popularity and the desire to know one another.
Developing a campaign around a social focused card game partnership appeals to Gen Z through leveraging existing popularity and the desire to know one another.
Experiential activations featuring a traveling audio recording phone booth utilizes the power of social media while staying true to the roots of the company.
Our team won 1st place at the district competition!
The whole team standing with our creative after the presentation.
The presenters celebrating with the trophy.
