The Young Ones brief:

Create a bold, culture-driving campaign for skeptical 18–34-year-olds that proves, not just claims, that Verizon is both the best network and the best deal.

The Insight:

This year AT&T and T-Mobile both ran ads with a guy in a field bragging about his signal, because nothing says “modern connectivity” like being shocked your phone works next to wheat. We wanted Verizon to jump in and say the obvious: cool, you’ve got fields… we actually work where life works.

AD: Kierstin Dannenberg, Luella Benkert.

CW: Jessica Mansur Arellano