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"AT&T faced a huge issue to connect with multicultural millennials. We solved their problem through an ongoing campaign that did not advertise a single phone. Instead, we celebrated the cultural meaning behind area codes. The “Codes of Culture” campaign uncovered the customs and rituals behind these three digits and gave an intimate portrayal of this generation.
What does it mean to rep the (212), (404), (312) or (310)? We gave answers through thousands of billboards, long-form films, live events, radio campaigns, meme generators, brand partnerships and much more."