AT&T Codes of Culture
How do you connect with the multicultural millennials, an audience largely misrepresented by brands? We tapped into people's undeniable pride in their area codes and created content and experiences rooted in the culture they care about, coming from the voices they respect.
Codes of Culture is a celebration of the culture embedded within the various area codes of major cities throughout the US. It celebrates the local codes and customs — the typical things people do, as well as the “if you know you know” moments.
Awards:
Cannes 2021
Silver
Direct Co-creation &
user-generated content
Cannes 2021
Silver
Media Cultural Insight
15-30x
higher switching intent
vs. category baseline
150% lift
in AT&T’s cultural relevance in Chicago
132% lift
in AT&T’s cultural relevance in NYC
117% lift
in AT&T’s cultural relevance in LA
Branded Content
Rather than making traditional commercials, we told authentic stories of hometown heroes and gatekeepers of culture through a series of branded content pieces that went from mini-biopic, small stories to music videos.
A short film on the Chicago artists, hellbent on changing the narrative of their city.
A mini biopic on the style of Harlem - starring Dapper Dan & A$AP Rocky
A snackable documentary series on the creative class of Los Angeles.
Live Events
To ignite the conversation, we turned the area code into a city-specific date event called “Code Days” and celebrated each local culture through music, fashion, food, and art.
(212)
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2/12
(404)
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4/04
(312)
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3/12
OOH
We turn out-of-home space into a canvas by inviting local street photographers to showcase the rituals, local spots, and hometown heroes of different area codes.
Partnerships
We partnered with trusted community voices to create additional content, events, and merchandise around our audience’s passion point, including an exclusive Ben Baller chain, a Venice beach basketball competition, a photo series with Gunner Stahl,
