This month, Three Mobile launched its 'Feel at Home' campaign, allowing customers to use their UK mobile allowance to call, text and use data abroad at no extra cost.

A great idea – so great in fact, that it opened the floodgates to holiday photo sharing. Plane wings, sunsets, palm trees, beach feet, cocktails the list goes on…before we knew it, the UK was in full #holidayspam crisis mode.

So Wieden+Kennedy London created a campaign to help Three take responsibility and apologise for all this #holidayspam. 

A 60” TV spot 'We’re Sorry' is supported by online films such as a 30″ inflight  and a whole host of activity including a suite of OOH and DOOH executions in major sites around the UK, including airports, roadside sites, the BFI IMAX site and the new Waterloo motion screen. 

Additionally, the microsite www.stopholidayspam.com provides updates on the current holiday spam situation.