"A Ti y A Ti"

AT&T needed an evergreen platform to express its global commitment to the Hispanic community.

The idea derives from AT&T’s own initials, pronounced in Spanglish.

  • Role Creative Director, Copy
  • For AT&T National Hispanic Platform
  • Date 2019-2020
  • Type Creative & Strategic Platform

Logo animation by Alt.

"A Ti y A Ti" is about delivering relevant content and services "to you and you." It expresses both an individual and collective commitment to Hispanic customers and employees. And it's aligned with "Your thing is our thing" brand positioning ("Lo tuyo es lo nuestro").

Logo wrap design by Eduardo (Bayo) Flores

The Globe accent emphasizes AT&T's 50+ years helping empower Hispanic communications. Its multi-colored palette derives from RGB additive colors which combine to produce any color in the Latinx spectrum. And 21 gradients encircling the Globe represent 21 Spanish-speaking countries of origin.

Typographic treatment by Eduardo (Bayo) Flores, David Galván & Luis José Galván

No matter the product, service or tactic...
No matter the end emotional benefit...
No matter the communication platform...
No matter the community cause...
AT&T delivers for you, and you, and you.
#ATiyATi #ATT

Hispanic Heritage Month influencers

We partnered with social influencers across the Latinx spectrum for a Hispanic Heritage Month concept launch honoring you, our Latinx customers and employees.

Holly Toggy (@hollyradio)

Gilbert Sosa (@gilbertsosa)

Daniela Vera (@dani3lah)

Simultaneously launched retail activations in AT&T stores in key Hispanic markets nationwide.

Retail activation display design by Eduardo (Bayo) Flores

Alejandra Graf (@piloncilloyvainilla)

"Te invitamos a ti y a ti a un cafecito" recreated the corner coffee and pastry ritual experience enjoyed by Hispanics worldwide as a nod to Latinx culture, inside AT&T Conexión stores.

National retail activations for Hispanic Heritage Month

Coffee brews and pastries were tailored to the regional preferences of each Hispanic market. Over 25K cups of coffee and pastries were served in New York, Los Angeles, Miami, Chicago and Houston.

Social content

AT&T successfully took over the hashtag #ATiyATi on Instagram, Facebook and Twitter.

Social content

Beyond social and retail activations, the concept easily extends to corporate giving, sponsorships, supplier diversity initiatives, scholarships, volunteerism and hiring diversity.

Event sponsorship

A rich, proprietary creative platform with enterprise-wide extension to ultimately drive brand preference among Hispanics.

More activations to come...