AT&T | RISING FUTURE MAKERS
Integrated Campaign & Experential Event
Every company likes to say they are helping to promote equal opportunities for all types of people, but few actually do. So to show AT&T celebrates the world of culture, we created Rising Future Makers, a Dream In Black program geared towards finding the next group of influential students from HBCU’s across the country, who are changing the game. Through Rising Future Makers, we created TV spots to call for these students to enter, a microsite to showcase their impressive resumes, an influencer campaign, and ended with two large and impactful events featuring La La Anthony, Shannon Sharpe, Eddie George, Terrance J, Ne-Yo, and more. Through Rising Future Makers, we created an integrated program for AT&T to celebrate and showcase HBCU students for years to come.
Role: Creative Lead/Art Director & Designer
RECOGNITION
Shorty 2022 | Multi-Cultural Community Engagement
Webby Finalist 2022 | Corporate Social Responsibility Campaign
Calls For Entry
To launch the program, we first placed a call for submissions from HBCU students across the country, asking how they’re positively impacting their campus and community through a 60-second video on social media. Our message was spread through national television buys, pop-ups at HBCU Homecoming events along the east coast, in-store retail signage throughout the country, digital display banners, online publisher takeovers with African American owned and operated media outlets including BET, Blavity, Grio, and Revolt, and we even commissioned HBCU alumni as influencers.
“The Call” :30
Website
announcing OUR Winners
After selecting 25 students who are innovating, influencing change in their community, and driving the culture forward as the inaugural class. All selected RFMs were first brought together with an evening of panels and breakout sessions led by celebrity, and industry advocates. We then recognized them simultaneously in AT&T retail stores across 7 markets, to honor them within their community and provide exposure via local and national media.
The Final Event
Everything culminated in Greensboro, NC, where we hosted the RFMs for a weekend of celebration, in-person networking, and advocacy. They then shared the stage with celebrity advocates as they received tangible advice on how to become leaders within their respective fields, and even watched a surprise performance by Grammy Award–winning artist Ne-Yo and the North Carolina A&T Marching Band.
