Nationally, AT&T was losing relevance amongst millennials who share multicultural values. In a time where the millennial purchasing power was – and is – ever increasing, AT&T needed to find ways to connect with this audience or risk losing their dominance within the category. Our campaign, “Codes of Culture,” reclaimed the area code brackets that AT&T invented by reintroducing them in a design language that celebrates the “codes” cherished by locals and the cities they represent. These brackets would become the trademark of the campaign and populated AT&T’s entire media mix including OOH, Digital Display, Social, and Events. In a category where only 2% of the market moves to a new carrier, we saw the top two box scores seeing lift in switching intent ranging from 37% to as high as 74%. Over a 12-month campaign duration, people who agreed “AT&T is culturally relevant” more than doubled in key metropolitan areas.