AT&T NSAC 2025 CHAMPIONS
AT&T challenged teams in the 2025 National Student Advertising Competition to build brand love and relevancy among Gen Z, no small task for a 150-year-old company.
Our insight? Real connection starts with a simple word: “Hey.” It’s how Gen Z greets, checks in, and starts a conversation, and it became the heart of our campaign.
Because in a world constantly in motion, connecting changes everything.
Creative Manifesto
Super Bowl Ad
Kick off our campaign with a Super Bowl spot.
Let's break the constant noise of the Super Bowl with an attention-grabbing silence.
TV Ads
Our TV spots reflect the emotional tension Gen Z faces daily. That tension finds relief, connection, and clarity in one word: hey.
Our social and OOH ads placed “hey” in relatable, real-world moments, proving that when backed by AT&T, one word can spark connection and change everything.
Social Media and OOH Ads
Experiential - Hey Day
To spark real participation, we're launching a user-generated content–driven national holiday.
A celebration encouraging people to reach out and remind someone how much their connection matters. To bring it to life, we’ll host music festivals in key cities, featuring free recording studios and custom phone booths, inviting attendees to join the movement and share their “hey.”
Experiential - Hey Press Play
We’re leveling up with the younger crowd by hosting a gaming event where fans can squad up with AT&T-sponsored esports team, 100 Thieves.
Experiential - The Art of Hey
This social media initiative is entirely fueled by user-generated content, inviting our audience to share personal stories of connection through art, poetry, or creative expression.
Top submissions will be featured in a pop-up gallery experience and published in a limited-edition art book celebrating the power of human connection.
Lego Partnership
We’re teaming up with LEGO to create a limited-edition set celebrating the history of AT&T. Guests can also take part in building an interactive mural by designing their own custom minifigure and adding it to the wall. As the mural fills, a hidden “hey” is revealed—showcasing in real time how connection changes everything. Participants will also receive a LEGO keychain to take home as a keepsake.
Tools Used: Photoshop, Midjourney
Art Directors: Ryan Eldredge, Colin Wade, Sydney Allen, Emily Chu, Molly Podber, Aeron Shipp
Designer: Sonya Eberhart, Kailey Couillard
Video Production: Ryan Eldredge, Luke FoxCopywriter: Gus Krueger, Austin Barwegen, Lauren McGilvray