Let's be honest. The mobile industry sucks. Right? 

Well fear not, the revolution is here. Three is pledging to ‘make it right.'

The mobile network is rallying the British public to take a stand and unite against network gripes: from through-the-roof roaming fees to charging a cheeky premium for 4G. When stuff sucks, Three is pledging to #makeitright.

Today, we're launching a new brand platform and multi-channel campaign, created with media partners Mindshare, to help Three declare its intent and shout the ‘make it right’ message from the rooftops.

The campaign will burst into British homes tonight on Channel 5 during Big Brother, with a powerful 90” TV spot directed by Daniel Wolfe through Somesuch. 

The film introduces the nation to a new hero, Jackson: a furry purple puppet designed and created by The Jim Henson Company, the crack team who brought us The Muppets. 

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, he remembers an old family mantra, and is suddenly transformed. The story is set to the sounds of 90s heartthrobs and Walthamstow's finest, East 17. As their dance-pop anthem ‘It’s Alright' builds,’ Jackson resolves to make stuff right and, spurred into action, spreads the message to characters in all sorts of sticky situations.

On Three’s website, Jackson will address the public in political press conference style, and the universal symbol of resistance will carry the message across outdoor sites around the country: a fist held high in the air. Only this time, it’s furry.

There's a lot more to come as the revolution rolls out over the coming weeks. Keep your eyes peeled. And in the meantime. When stuff sucks, #MakeItRight

Lovely Anna Ker, who recently left W+K London to swap London life for a new adventure in Berlin, was one of the winners of our monthly Spore Fund grant, which invites the whole agency to submit an idea or creative project that has nothing to do with work, in the form of a one-page proposal and budget plan. Her beautiful Common Ground project is up and running (and the perfect virtual escape on a rainy Friday afternoon); she wrote us a little bit about it:

I was fortunate enough to receive W+K Spore Fund in 2014, to put towards a long-held dream of mine: the creation of a journal on the subject of travel. It’s called Common Ground, and takes the form of both a 100-copy printed journal (available at W+K reception) and an ongoing online platform (at common-ground-journal.com).

The initial concept – to create a series of short-form city guides – quickly evolved into a more comprehensive take on the exploration of new places, in three parts:

(1) Home, as a neighbourhood, a habitat and a state of mind (Here),

(2) The act and the art of getting from A to B (On The Way), and

(3) The exploration of farther-flung destinations (Elsewhere).

Throughout each section, reflections on landscapes both geographical and emotional accompany snapshot photos taken on an Olympus Trip 35 camera.

The print edition features reflections on the power of water, a look back at the origins of la flanerie, photo essays on Liguria, Italy, Chefchaouen, Morocco, suggestions for pit stops in Bath, Bristol and Manchester, and a few other bits and pieces. The project still in its initial stages, and a little rough around the edges, but will continue to evolve online.

If your interest is piqued, pick up a copy next time you’re passing by 16 Hanbury Street, or take a look at common-ground-journal.com.

A huge thank you to W+K Spore Fund for allowing me to bring Common Ground to life. I hope the ideas and images it contains resonate and inspire.