SENIOR CONTEXT PLANNER

• Client: AT&T

• Campaign: Codes Of Culture

• Agency: Translation

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. 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 with hyper-local billboards, then expanded to a social activation, a series of digital films, and Code Day events in each city.

The team at Translation, developed the concept for a campaign that not only highlighted AT&T's original invention of the area code; but also spoke to the inherent pride that all Americans have for their hometowns and original area codes. We leant into this concept by developing a reactive word mark based off a catchy colloquial quip. This mechanic allowed us to adapt the campaign for any hyper-specific areas and stimulate healthy rivalries between locales.