Launch Three’s 5G offering.
What we did
We worked with Three to offer the UK a taste of a fun-filled, 5G-powered future with its biggest brand campaign to date – a celebration of a ‘Real 5G’ connected world.
An evolution of ‘Phones Are Good’, the bold brand campaign continues to demonstrate Three’s fun and relatable personality, whilst transporting the viewer into a vibrant 5G world of endless possibilities.
The time-travelling wormhole from the ‘Phones Are Good’ ad returns once again, but this time instead of jumping back in time, it leaps forward into a brighter 5G future.
Opening on a present-day news report predicting a dismal future for the UK, the ad transports the viewer through a vibrant wormhole to an instantly recognisable, futuristic 5G-powered London skyline with drone post-boxes, a digital Big Ben and partners of Three such as Samsung and Greggs. Each scene highlights different benefits of 5G, proving that Britain’s future doesn’t look so dismal.
The campaign also features a cameo from music artist Lewis Capaldi – introducing his 5G hologram-self as a ‘pop sensation’ – highlighting how customers will enjoy 5G Broadband in the home.
The film launched on Twitter – in a fitting mobile-first approach – on @ThreeUK. The campaign then went live across Instagram, Facebook, YouTube, as well as digital, OOH and amplified across its retail stores – using the consistent wormhole concept across all touch points.
Three is also giving customers the chance to jump through the wormhole with an exclusive Instagram lens, to get a glimpse of their future 5G job – launching in early March on Instagram.
The ad will premiere on TV on February 27, launching in stand-out shows across the opening week including Ant & Dec’s Saturday Night Takeaway.
The film was directed by Ian Pons Jewell and produced by Academy.
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