AT&T 150th Anniversary
summer 2025
in association with west bbdo internship.
in 2026, at&T celebrates 150 years of powering connection, culture, and innovation. Zillenials (Gen Z + young millennials) see at&t as both a technological pioneer and a cultural connector across music, pop culture, and personal growth.
the brief
Challenge: How can at&t meaningfully connect with Zillennials by celebrating its 150th-year legacy making its role in music, pop, culture, and personal improvement relevant, unforgettable, and participatory for today’s digital generation?
Target audience: zillennials (18-30): hyper-connected, nostalgic, value authenticity and experiences, carve both digital and real-life connections, and seek self-betterment amid the noise.
our campaign
“AT&T’s 150th: The original connection”
strategy: at&t’s 150th isn’t just about looking back. it’s about turning a legacy of innovation into a movement that helps zillennials reconnect with what matters most: real music, real culture, and real self-improvement. Powered by technology but defined by human connection.
the goal
Research -> Tensions & problems -> insights -> Creative executions
the deck
team
Nathan Martinez - account management intern
Rebecca paredes - account management intern
siena frolic - strategy intern
James sunga - copy intern