This month, Three launched Feel At Home in an effort to relieve customers of mobile phone costs while abroad. A progressive idea, we think you'll agree.

But soon, Britain had a full-blown epidemic of holiday spam on its hands. You know the stuff. Envy-inducing holiday snaps we all love to hate, unless we're the ones bombarding our friends and family with it. Pictures of sunsets, hot dog legs, palm trees, plane wings, little lizards, cocktails and beach feet… 

On behalf of Three: we're sorry.

You see, Three thought allowing its customers to use their UK allowance in over 16 destinations, to call and text back home, and to use data at no extra cost was a good idea. Makes sense, right? But Three underestimated people's enthusiasm for posting holiday pics while abroad, and it became clear that it was time to do the right thing and apologise.

So we created a campaign together to help Three say sorry, and take full responsibility for the tidal wave of holiday spam hiting British shores.

A 60” TV spot set in the holiday spam crisis centre launches today, in which Three's spokesperson issues an apology to the public and urges customers to brag responsibly when sharing. 

Online, films focus on specific ‘problem areas’ of holiday spam, apologising for each one and introducing the public to a condition known as TSD – Travel Selfie Disorder, along with a cure: a visit to Three’s microsite, www.stopholidayspam.com There, you'll also find a handy holiday spam hotspot map, and updates on the current situation. 

The TV and online films are supported by a whole host of activity including a suite of OOH and DOOH executions in major sites around the UK, including airports, roadside sites, the epic BFI IMAX site and the new Waterloo motion screen, with specific apologies tailored to the kind of holiday spam people share from favourite destinations – statues in NYC, tilting towers in Pisa, marsupials down under. 

Please brag responsibly, kids. We urge you to sign the pledge to stop holiday spam here, and please, be vigilant. If you see it, tag it.

Tag that bragger with #holidayspam. 

Keep your eyes peeled over the coming weeks, there's a lot more to come.

Sorry. 

Last Friday afternoon we were lucky enough to have a visit from our Finlandia Global Brand Mixologist, Pekka Pellinen. He took a break from training London bartenders, advising the Finlandia account team on seasonal serves and entertaining the Finnish Embassy to teach us W+Kers a thing or two about mixing drinks.

He started out by explaining the 4 key elements to a perfect cocktail: something sweet, something sour, a spirit and a mixer, before we were let loose to try it ourselves on the DIY bar.

We were then taught how to make a wood chip smoked bloody mary, a flaming Finlandia bottle centrepiece and to saber a bottle of champagne – definitely an afternoon to remember.

As well as being the purest vodka in the world, the Finlandia range encompasses flavoured vodkas that perfectly lend themselves to mixing. We tried a few of Pekka's delicious concoctions that use them, including the Helsinki Mule and the Fin and Tonic. Here are a couple of Pekka's recipes so you can try them yourselves (no saber necessary):

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Helsinki Mule

4cl Finlandia Lime

Dash of fresh lime juice

Ginger beer

Glass: Highball

Method: Flame and build over crushed ice

Garnish: Cucumber stalk and lime wedge

Fin and Tonic

4cl Finlandia Grapefruit

Tonic Water

Glass: Highball

Method: Pour over ice cubes and stir

Garnish: Square of fresh grapefruit

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Thank you Pekka for coming in! It only seems right to end this post with his favourite joke – What’s the difference between a barman and a mixologist? 

A mixologist always wears a silly hat.