In the New Black Renaissance, you’ve got to be woke to win. And that’s how the winning partnership between AT&T and the 360 Agency, catapulted “Dream in Black,” a fully-integrated lifestyle platform for consumers to celebrate themselves, each other and the culture.

They made an unprecedented move to deliver cultural authenticity and evolve into an authentic, culture-forward brand where people felt their dreams were expressed and valued. The 3-words propelled AT&T to evolve “Dream in Black” into a trademarked platform for company-wide adoption, across the enterprise, making it the first time AT&T adopted a marketing microbrand tied to a culture.