Three and W+K #makeitright with new campaign
This Summer, Three is shaking up the mobile industry by unleashing a revolution to make things right. With the help of creative agency Wieden+Kennedy London and media partner Mindshare, the network is rallying the British public to take a stand and unite against network gripes: from high roaming costs to charging a premium for 4G; when stuff sucks, Three is pledging to #makeitright.
A new brand platform and multi-channel campaign sees Three declare its intent and shout the ‘make it right’ message from the rooftops.
In late May, Three customers spotted a first glimpse of activity, with teaser posters hinting at an imminent ‘fluffy revolution’.
On 5th June, a powerful 90” TV spot introduces audiences to Jackson, a new hero and the face of the #makeitright campaign. Jackson is a furry purple puppet designed and created by the world famous Jim Henson’s Creature Shop, renowned for inventing The Muppets.
Directed by the brilliant Daniel Wolfe through Somesuch, the film is set to East 17’s rousing 1993 dance-pop anthem ‘It’s Alright.’ Dejected, beaten down and damp, Jackson cuts a sorry figure in the big dark city as the story unfolds. But as he reaches his lowest ebb, Jackson remembers an old family mantra, and is suddenly transformed. Galvanised into action, he then spreads the song’s reassuring message to characters in all sorts of sticky situations.
Tom Malleschitz, CMO at Three, said: “We always strive to entertain people with our adverts, but with this campaign we had an ambition to connect on a deeper emotional level with our audience by communicating our WHY and brand purpose. At Three we have all signed up to our purpose, it’s what gets us up in the morning. Jackson is a lovable puppet, who was once down trodden and treated unfairly, just like many mobile customers. He perfectly tells the story of how Three is taking a stand by making it right for customers by tackling roaming fees and offering 4G at no extra cost for example.”
Bertie Scrase, creative at Wieden+Kennedy London says, “We're really excited to have created a change of direction for Three. A playful movement against things that suck, a leader from the Jim Henson bloodline, and a rallying cry to stir the masses in the form of Walthamstow's finest. All stitched together by the meticulous and brilliant Daniel Wolfe.”
Alongside the TV spots, a dedicated hub on Three’s website features a manifesto film, where Jackson outlines the network’s intent in a political press conference.
