For the 2025 National Student Advertising Competition (NSAC), we were tasked with creating a campaign for AT&T—a 147-year-old telecommunications company that is struggling to compete for Gen Z’s attention.

Our research found that Gen Z feels indifferent towards their phone carriers, a faceless utility that they expect to provide consistent connection.

We knew what we had to do: make AT&T stand out. Remind Gen Z of the ally they have in their pocket, helping them through the transitions they’re facing in early adulthood. That’s how we came up with Dare To.

This two-word phrase is paired with typical challenges that encourage Gen Z to take on what’s next. By using bold and handwritten fonts with AT&T’s signature blue and trendy pops of green, we developed a campaign that spoke directly to Gen Z.