Graphic by Matthew Neylon
Client: AT&T
Project: Codes Of Culture Campaign
Agency: Translation
Context:
AT&T is undoubtably one of America's largest carriers, but still, Giants can often become disconnected with their core base. Wanting to recapture the authentic interest of its users, AT&T were looking for a way to inject themselves into the various niche cultures found all across America - the very cultures that often came to define these locales.
Action:
The team at Translation, developed the concept for a campaign that not only highlighted AT&T's original invention of the area code; but also spoke to the inherent pride that all Americans have for their hometowns and original area codes. We leant into this concept by developing a reactive word mark based off a catchy colloquial quip. This mechanic allowed us to adapt the campaign for any hyper-specific areas and stimulate healthy rivalries between locales.
Role: Senior Graphic Designer
I worked on the team to develop the wordmark and library of locale-inspired code typography. Duties included campaign-look development as well as posters and assets for subsequent events.
Social in RL:
Having seeded the initial concept through social seeding using select influencers and print outlets, the wordmark was then made available to the user. Residents were invited to upload an image, type in their area code, and boom! they're part of the campaign! These submissions were tallied and spread via social media and created content for subsequent OOH campaigns.
The New Block Party:
Narrative around the campaign was further built through events held at major citie. These events harkened back to OG community block parties that were a way to bring communities together to celebrate the people and places they call home.
Thanks.
