AT&T - Hello Lab

integrated tv/social/digital campaign

AGENCY: FULLSCREEN

As one of the nation's leading mobile carriers, AT&T wanted to find new ways to communicate with Gen-Z, the mobile-first generation. The goal was to engage younger audiences and let them know that AT&T is the network of the mobile generation, so we developed a year-long integrated campaign that connected internet mega-influencers to their fans through innovative social content shows.

The Problem: AT&T needed a way to connect with Gen-Z, the mobile-first generation, in a way that spoke to their behaviors in an authentic, non-pandering manner.

The Solution: Create a year-long series of interactive content that lets fans engage with their favorite influencers.

Hello Lab Trailer

GRACE HELBIG - Grace’s job is a lot like yours…just more internet-y! With the help of AT&T, this ever-going, always-creating Queen of the Internet stays connected with family, friends, and fans in ways she never thought possible. She uses next generation tools and gadgets to make sure she’s always creating the next big thing and staying connected to her growing global community.

WRITING WITH GRACE - the largest branded writing workshop in the history of the internet hosted by Grace Helbig

COLLINS KEY - Magic is all about connecting people and nobody knows that better than Collins Key. With AT&T, Collins is able to stay connected to his friends, family, and fans in ways he never thought possible.

GEOFF RAMSEY - Rooster Teeth's Geoff Ramsey is a lot of things: professional gamer, online podcast host, hardworking family man, and lovable idiot. Thanks to AT&T, this jack of all trades can easily stay connected to his friends, family, and fans 24 hours a day, seven days a week!

SCHOOLED - a training program for young gamers to take on the elites of online gaming hosted by Rooster Teeth's Geoff Ramsey

US THE DUO - In between touring, even Us The Duo needs a little R&R. See how Michael treats Carissa to a romantic movie night under the stars - all thanks to AT&T!

DAMON & JO - Damon and Jo never waited for a "yes" to turn their passions into a lifestyle. AT&T provides them with the tools that make this connected life possible and bring them closer to their global community.

ON THE LINE - Instagram's very first sports show hosted by Brandon Armstrong, a.k.a B-Dot.

YOUR MOVE - Amymarie knows when it comes to dancing, practice makes perfect. Thanks to AT&T, she’s able to teach millions of fans from all over the world how to feel the beat and move their feet - connecting her to her audience like never before.

 CREATIVE TEAM:

Creative Directors: Ben Beale & Rory Forrest 

Copywriter: Patrick Tamisiea

Editor: Chris Hall

Executive Producer: Billy Parks

Head of Strategy: Maude Standish