AT&T ↵
IT’S A (###) THING
AT&T faced a huge issue to connect with multicultural millennials. We solved their problem through an ongoing campaign that did not advertise a single phone. Instead, we celebrated the cultural meaning behind area codes. The “Codes of Culture” campaign uncovered the customs and rituals behind these three digits and gave an intimate portrayal of this generation.
What does it mean to rep the (212), (404), (312) or (310)? We gave answers through thousands of billboards, long-form films, live events, radio campaigns, meme generators, brand partnerships and much more.
Short film with
A$AP Rocky and
Dapper Dan ⤵
⤷
Code
⤹Talks
Music video
& short film about
Chicago ⤵
Documentary
about Atlanta
feat. 21 Savage
& the Mayor ⤵
Meme
⤹ Generator
On our website people could create their own memes.
Live Events
(aka. Code Days)
(404)
⤵
4/04
(312)
⤵
3/12
On “Code Days”, we turned the area code into a city specific date and celebrated the local culture with big events and live concerts.
The artists who performed include: 2Chainz, Gunna, A$AP Rocky, Teyana Taylor, Sheck Wes, Vic Mensa, Lupe Fiasco, Jermaine Dupri, and many more.
(212)
⤵
2/12
Case
Study ⤵
Check out the campaign website for more work.
Credits
Agency: Translation LLC
Production: Pretty Bird
Director: Paul Hunter
Tags: AT&T, Codes of Culture, area code, 212, more for your thing, cellphone, carrier, mobile