AT&T
College Recruiting Campaign
AT&T’s darker, more sophisticated recruitment brand was extremely effective across all demographics, but their internal college recruiting team requested something different for their own usage. They wanted something unique to college only, and they wanted to launch this new campaign and sub brand at an upcoming major college career fair.
Proposals needed to include high-end booth experiences, the supporting strategies and subsequent content updates.
CD: Martin Dudek, Mauro Longoni
CW: Martin Dudek
AD: Zach Mazur, Tim Testroet
Concept 1
In this concept, our booth and the ongoing campaign around it dives into the idea of unleashing potential. Through smart design cues, memorable experiences and compelling messaging, we’ll explore the idea that each candidate is ready to do amazing things – and AT&T is the right place for them to reveal what’s possible for their careers, for the future of technology and for the world as a whole.
REVEAL WHAT’S POSSIBLE
Who we really are. What we’re capable of. Our core. Our potential. We’ve all got the building blocks of greatness. In the end, we just need the right opportunity to let it out.
And in an internship or Development Program at AT&T, you’ll step out into your big moment. Your unmatched talent deserves a stage as expansive as ours – with global opportunities across technology, entertainment and more. So whether you’re hungry to transform everything with next-gen tech, make a big difference in the communities around you or anything else, this is your chance to show the world what we already know you have inside. Incredible accomplishments, just waiting to happen.
REVEAL WHAT’S POSSIBLE.
Concept 2
In our second concept, we’ll make a twist on the concept of light being a metaphor for an idea. After all, when applicants are passionate about where technology is going and the good it can do, the future really is bright. To get this concept across, we’ll launch the campaign with an unforgettable conference experience and use it to inspire an ongoing campaign that’s hopeful and confident.
LIGHT UP WHAT’S NEXT
How can we create an even brighter future? You started by putting in the hard work to master talents and develop unmatched ideas. No matter where you take them – from innovating inside AT&T Labs to making an impact in our corporate offices – we can help you cast a light that’ll make a difference.
We’re using technology to make stronger connections and answer the biggest questions in sustainability. And alongside a global leader in communications, technology and entertainment, there really is no limit to where you can go with our internships and Development Programs.
LIGHT UP WHAT’S NEXT
Final Choices
AT&T decided to go forward with REVEAL WHAT’S POSSIBLE due to the lower price tag of the booth and the largest distinction the identity offered verses the existing, predominantly-black recruitment campaign. Unfortunately, leadership pulled the funding for the premium booth before it could be utilized, however the larger campaign continued to move forward.