The origin of this campaign plays off the double-meaning of the word “network”. The work simultaneously promotes the career opportunities HBCUs make possible for black college students while showing that Cricket Wireless can relate, as one of the leading wireless network providers.
Each one of the spots leans on humor and in-campus cultural nuances to deliver on connectivity and connections.
This production was made-possible by an all black crew. The director Kevin Wilson, –ex-HBCU, took the lead to make sure that Historically Black Colleges and Universities are portrayed authentically. Also, he collaborated and directed HBCUs Campus Ambassadors to build a more relatable story.
