DreamIn Black

Big Idea

We built AT&T’s innovation obsessed, always-on, lifestyle platform that celebrates black culture.

Dream in Black is rooted in the desire of the Black diaspora to use technology to explore and to pursue their goals and define success in whatever and wherever it may be.

The platform launched in 2019 with omni-channel recognition of 29 inventors, entrepreneurs, creators and storytellers who are forging a new path forward and with purpose.

Black Future Makers recognized included: Keke Palmer, Devon Franklin, Queen Latifah, Vic Mensa, Khali, Phoebe, Robinson, Terrence J, Van Jones, Zendaya, Angela Yee, Baron Davis, Jamil Smith, Lena Waithe, Omari Hardwick, Anderson Paak, Don Lemon, Kimberly Bryant, Prince Ea, Quincy Brown, Regina Carter, Rev Al Sharpton, Bozoma St. John, Diddy, Jidenna, Nick Cannon, Ryan Destiny, Princess Sarah.

What did we do? We did brand strategy, advertising, retail, social, branded content, influencer marketing, web, C-suite education, enterprise partnerships.

Target

Black People

Results

#1 in Wireless Postpaid Share of Gross Ads

6% Brand Lift

  • Black Future Makers
  • Dream in Black
    Story Video