AT&T: Codes of Culture
Those three digits at the front of your phone number say a lot about you.
Where you’re from, sure, but an area code can also speak to your style, your convictions, and yeah, even the way you dance.
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We helped AT&T realize this with Codes of Culture, a nation-wide campaign
that empowered people to celebrate and define their area codes.
It started in NY, LA, Chicago, and Atlanta across OOH, social, digital film, and Code Day events..
Cannes Silver Lion for Cultural Insight
Cannes Silver Lion for Co-creation & User Generated Content
To capture the nuances of each code, we found local Instagram users and featured their photos all over their city.
We even got to piss other cities off with this obnoxiously large billboard in Times Square.
In each city we started a new holiday for people to rep their code.
212 Day = 2/12. 312 Day = 3/12. 404 Day = 4/04.
Unfortunately, the party started after business hours.
Finally, each city got its own short film, celebrating the things unique to their codes.