(404) Day

Client: AT&T

AT&T’s Codes of Connection was a campaign celebrating iconic area codes and Atlanta is a city with deep pride for the (404). AT&T wanted to connect with the locals by giving them a chance to win their own (404) number, an area code that has become scarce in recent years due to the growth in the city.

We took over the city with cryptic DOOHs that said “404 NOT FOUND” a week before 404 Day (April 4) with CTAs that took you to a microsite to DM AT&T on IG for a secret event. Two days before the event, our DOOHs flipped to say (404) FOUND. AT&T slid into the DMs for those who signed up with info to the secret location on (404) Day. Local influencers, radio hosts, and UGC got the word out on social media.

On the day of the event, we had lines out the door. A celebration was had with local food, swag, and special hometown musical heroes, Jermaine Dupree and Earthgang.

Sometimes, I’m a creative director. Sometimes, I’m a glorified party planner.

Creative Director: Gin and Gio Serrano
Senior Copy: Felipe Molina
Senior Art Director: Edu Lunardi
Copywriter: Jared Blinderman
Art Director: Buchun Jiang
Senior Designer: Olufemi Leverett
EP: Leyla Rosario