Wieden+Kennedy London roams the animal kingdom for new Three campaign

Wieden+Kennedy London and Three mobile have mashed up the animal kingdom for a brand new ATL campaign, to encourage customers to ‘Go Roam’ as the network continues to free its customers from unfair roaming charges.

Wieden+Kennedy London has created an entirely new breed to embody Three’s industry-leading Feel At Home proposition, which allows customers to use their phone in 60 destinations worldwide at no extra cost.

The visually stunning, 30” CGI spot opens with a nervous, wobbly baby giraffe, which is magically replaced with the proud and confident feathers of a flamingo. The result is a creature that struts, sways and soars across the screen. The transformation is designed to portray the sense of freedom and joy that comes with being able to roam for free, reminding viewers they can be confident using data, texts and calls without paying a penalty when abroad.

Visual effects studio, The Mill, crafted both the nervous giraffe and the giraffe/flamingo hybrid entirely in CG, developing from early concept drawings to the final models featured in the ad. The team also worked to enhance the desert environment, adding atmospheric effects to compliment the vibrant colours of the animal, allowing it to take centre stage.

The film launched on Monday, May 22 alongside extensive out-of-home, digital, social and print advertising in a media plan devised by Mindshare.

Lianne Norry, director of brand and communications at Three, said: “At Three we know what our customers want from their phone and, more importantly, how this makes them feel. Our “giraffe-amingo” embodies the sense of freedom and confidence that our customers feel when they roam abroad at no extra cost. That’s why we’re on a mission to make it right by giving them the power to use their mobile exactly how they want. This is no-ordinary feeling. This is a special kind of Three feeling.”

Dave Day and Larry Seftel, creative directors at Wieden+Kennedy London, said: “This is the first in a string of animal mash-ups we’re launching for Three, with each one representing a different feeling of being on Three – in this case, freedom.  It’s been an incredible team effort to get to our final campaign and we’re really excited by the new visual world we’ve created.”

Dominic Honess, account director at Mindshare, commented: “Our objective is to maximise awareness of Three’s unique ‘Feel At Home’ proposition in the most innovative and impactful way possible. To bring this to life, the idea is centred on capturing the attention of holiday-makers as they prepare for their summer getaways. We look to achieve this through a strategic blend of traditional and digital media, as well as an exciting VR experience in two of the UK’s most popular shopping destinations – Westfield and the Bullring.”

In a first for Three and in line with the brand’s new strategy, Three customers were the first to receive the news of Three’s new Go Roam offering before anyone else, turning the traditional media-first model on its head, when Three CEO Dave Dyson announced the news via Facebook Live for the first time.

Cow PR also helped Three deliver a brand first, exclusive event for Three customers on May 12, ahead of the above the line campaign going live. The gameshow style event hosted by Saturday night TV favourite Paddy McGuinness, ‘Come Fly With Three,’ saw 50 lucky Three customers and their plus ones invited to a top-secret London venue with their suitcases packed with the hope of winning one of five holidays to Las Vegas in partnership with Kiss FM.

Ten couples battled it out in a series of hilarious holiday challenges with the five winning couples sent straight off with their suitcases to Vegas, before the big surprise of the night. Paddy welcomed Three CEO Dave Dyson on stage to make a special announcement – that in fact every member of the audience would be going on holiday courtesy of Three to enjoy the feeling of being able to roam free at no extra cost from across the globe.

To find out more about Three’s Go Roam offering visit www.three.co.uk.

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