National Student Advertising Competition Campaign for AT&T
The National Student Advertising Competition (NSAC) is a nationwide collegiate competition hosted by the American Advertising Federation. Each year, student teams act as full-service advertising agencies to create and pitch a strategic, research-based marketing campaign for a real-world client. In 2025, our client was AT&T. As part of NSAC Ole Miss Team 804, I collaborated on the development of our campaign, “It’s Not What You Think,” designed to make AT&T more relevant and appealing to Gen Z.
"It's Not What You Think"
“It’s Not What You Think” | AT&T x Gen Z Strategy by Team 804
As part of NSAC Ole Miss Team 804, I helped develop a bold and insight-driven campaign for AT&T titled “It’s Not What You Think.” Tasked with repositioning AT&T to resonate with Gen Z, our team set out to challenge stereotypes about the brand and redefine it as modern, connected, and culture-forward—all while staying rooted in its purpose: Connecting Changes Everything.
Our campaign leaned into the unexpected, using irony, social-first creative, and Gen Z passion points like music, technology, and self-expression to flip the narrative around AT&T. We wanted Gen Z to see AT&T not just as a phone service—but as a brand that gets them.
Throughout this campaign, I collaborated with cross-functional teammates in strategy, creative, and media. My contributions included:
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Conducting research and audience insight development
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Assisting in creative concepting and slogan refinement
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Helping shape the tone, messaging, and cultural relevance of the campaign
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From ideation to execution, “It’s Not What You Think” reflects our team’s commitment to innovation, authenticity, and audience connection.
Explore our campaign below—including samples from our plans book, creative deliverables, and the insights that brought it to life.
The Outcome
Our campaign, “It’s Not What You Think,” earned 2nd place in the AAF District 7 Competition, standing out among top university teams across the Southeast. This recognition reflected the strength of our strategy, creativity, and understanding of Gen Z consumers. As part of NSAC Ole Miss Team 804, I gained real-world experience in campaign development, teamwork under pressure, and client-focused execution.
