Phones Are Good - Three UK - Three JPG

Phones Are Good - Three
Three UK

Phones Are Good - Three - Three UK


Title of Entry: Phones Are Good
Brand: Three
Product/Service: Three UK
Client: Three
Entrant Company: Wieden+Kennedy London
Creative Agency: Wieden+Kennedy London
Duration of Entry: 02:33
Judging URL: https://vimeo.com/295549754/53001159ac
Chief Creative Officer: Tony Davidson, Iain Tait
Account Manager: Lara Wahab
Date of Release: 2018-10-17
Creative Director: Hollie Walker
Notes: Three didn’t come to enough people’s minds when choosing a network. We needed to change this. But unlike our competitors, we couldn’t rely on a massive media budget. We had to do something worthy of people’s attention and give them a reason to love us. We noticed that phones have been getting a hard time. The same fear mongers who said television will turn our eyes square were predicting that phones will ruin our sex lives, halve our IQs, and generally bring about society’s demise. In a beautiful twist of irony these idiots were complaining on Twitter. So when nobody else dared to, we took on the haters, because if it weren’t for your mobile how would you find love lounging on the sofa? Buy new shoes while sitting on the toilet? Or get a chicken cooked, seasoned, garnished and delivered to your door at the drop of a thumb? Our competitors were way too scared to have a point of view. We were not. We were willing to stick our neck out, bring some balance to the debate and say that, all in all, #PhonesAreGood ;) The launch film, directed by Ian Pons Jewell and produced by Friend, tackles the idea that “phones are bad” by time travelling through Phone History and showing how much better things would have been if phones had been available - from starving cavemen ordering Deliveroo to Henry VIII’s wives eluding execution thanks to Tinder. #PhonesAreGood quickly became a topic of conversation on social and in the media, earning Three a disproportionate amount of attention. Most importantly, it has paved the way for a positive uplift in brand consideration.
Production Company: Friend London
Art Director: Tom Bender
Copywriter: Tom Corcoran
Other Credits: Group Account Director - Paulo Salomao
Other Credits: Account Director - Lauren Ivory
Other Credits: Strategy Director - Andy Wright
Other Credits: Strategist: Rachel Hamburger
Other Credits: Comms Planner: Lee Ramsay
Other Credits: TV Producer: Richard Adkins
Other Credits: TV Production Assistant: Aran Patterson
Other Credits: Director - Ian Pons Jewell
Other Credits: Executive Producer: Luke Jacobs
Other Credits: Producer: Jon Adams