To connect AT&T to multicultural millennials we created a campaign to tap into the passion and pride people have in their area codes.
A campaign that would push the limits of local influencers and media placements culminating in experiential celebrations of respected culture and talent. Leveraging the local vernacular of Harlem and NYC we created a unique brand language to visually connect the immersive experiences and entire campaign, helping to create “if you know” moments and elevating the style, music, food, art, and habits of the “212”.
The code day event created endless share-worthy moments to help At&T own the conversation in social and make AT&T’s “More for your thing” relevant, by making it — A “212” Thing.