Three is a network that believes in keeping things simple, whilst offering their customers great value for money, and now they've applied that philosophy to the world of Pay As You Go. They've decided to go back to basics and the result is a beautifully simple solution. No more complicated plans, no more elaborate tariff charts and no confusing bolt-ons. 

Three's new PAYG really is as simple as 3-2-1: 3p/minute, 2p/text, 1p/MB of data. That's it. For anybody, any time. 

Since this is a revolutionary approach to PAYG SIMs, we wanted to announce Three's new product in a fittingly grand style, whilst still staying true to Three's personality; their tone isn't grandiose and they don't take themselves too seriously. They understand that the silly stuff matters too. 

Earlier this year, we devised a campaign to celebrate the fact that Three is a network built for the internet by introcucing the world to Socks, the moonwalking shetland pony. And now, we've brought another adorable pocket-sized animal into the mix: Mabel the pug. Why a pug? Because pugs are charming creatures that embody the spirit of the internet: serious, but with a just a little bit of silliness. 

We created a TV spot to introduce Three's game-changing new Pay As You Go tariff in a playful and accessible way, punctuating a bold statement with a lighthearted moment. The film starts out in a grand cinematic style with an epic score, announcing that Three have changed the Pay As You Go landscape. And then, memorable Mabel comes along to change the tone and give a little nod to the fun side of the internet. Isn't she a charmer?

The spot is supported by print, in-store and outdoor executions, all featuring Mabel in her knitted birthday cake hat and Public Enemy-inspired SIM chain. And look out for these especially fun digital executions on a screen near you, too. 

Most of my blogs have been quite social media
and tech-heavy, so this week I thought I’d get out and about and take a look at
what’s going on in the city. It’s a seeing and doing week. As a protest against
the British summer's ending I've been checking out London's lidos. In the 1930s
the government invested a huge amount in public pools. By the late 80s they'd
crumbled into disrepair along with Duran Duran and the prawn cocktail. But many
have been refurbed, revamped and crucially not too much so.

[Sundown: the evening session at Parliament Hill Lido]

Architecturally they're fascinating. Austere,
hard-lined and perfectly symmetrical, they're like something out of an Agatha Christie novel.
Definitely Art Deco and slightly Stalinist, there is something military in
their appearance. But it's a refreshing break from the brash, airtex-clad gym
staff at your local fitness centre. It's concrete efficient.

[boxy: the entrance to Parliament Hill Lido]

Why pay an extortionate amount at a gym for a
muggy chlorine bath, when for £2.50 you can swim al fresco? Even better, after
6.45pm at Parliament Hill Lido, it's adults only. No screeching tots or six year
olds in verruca socks.

Public baths originated with a need to keep
clean, but soon became much more than this, even in 19BC. They were social
places. Places where you would meet friends. They could also be quite
luxurious. Ancient baths included saunas, massages and relaxation therapies.
They were like the modern luxe resort. The imperial Baths of Diocletian (AD 300)
were lavish. The site covered a modest 1.5 million square feet, and was a
shrine to granite and porphyry. Up to 3,000 visitors a day dipped into its
waters. There were hot rooms, cold rooms and even libraries. 

[model of the Baths of Diocletian]

Today’s lidos are a bit "out of town"
and only seem to exist at various points on the London Overground, but it's
worth the haul ass for their chic, understated simplicity. I’m surprised they
haven’t been more heavily branded and advertised. If you think of how much gyms
invest on twitter pages, uniforms, interior design and advertising, there’s
nothing to promote the lidos. They exist as a subsection of the county council
website, strangely understated. The pool itself is modern but the rest feels
untouched. 

[the deep end]

Aside from Parliament Hill (Gospel Oak) we have:

*Tooting Bec Lido, Streatham

*Brockwell Lido, Herne Hill

*London Fields Lido, Hackney

*Charlton Lido, Greenwich

The Romans did it; you should too.

(Thoughts from Planning newbie Alexa)