Three highlights relatable phone behavior in relaunch ad

Rebrand effort from Wonderhood Studios also includes new color scheme

Published On
Jul 02, 2021

Editor's Pick

U.K. mobile brand Three is aiming for a more distinctive positioning with a relaunch campaign spanning TV, outdoor and branding, including a new, "warmer" color scheme.

The brand will today debut a 60-second TV spot, created by Wonderhood Studios and directed by Gary Freedman of Independent Films, that portrays how phone usage affects little relatable moments in our everyday life, whether it's people filming their friends doing something silly or a pair of grandmas laughing at filters. Set to music from "LaLa Land," the action takes place at the seaside (it was shot in Bournemouth) and is filmed from a "phone's eye" point of view with swooping shots of different characters enjoying the British  summer.

The tagline is "Life needs a big network" and while the ad clearly promotes Three's network performance, the creative aims to do this in a way that's relatable and not just about streaming music events or high-speed stunts. 

"We know that network performance is the most important thing for our customers and this will be reflected much more prominently in our marketing as we show how we can enhance their lives by connecting them for the moments that really matter," added Three Marketing Director Aislinn O'Connor, in a statement. "Our new brand platform embodies the strength of our network and how we can provide better connectivity every day for every customer.”

The approach is also designed to appeal to a broader audience and steer the Three brand away from its former image of being an internet-focused, younger brand.

"We want to show that it's the small ways we use our phones every day that's the most interesting stuff -- like sending a one word text or the way your grandma Facetimes but you only see her chin," says Aidan McClure, founder and chief creative officer of Wonderhood Studios. "It's about using data insight in a creative and interesting way and it's all born out of genuine mobile phone behavior."

Outdoor ads, social and in-store communication feature photography by Laura McCluskey, capturing unguarded everyday moments seen through the "eyes" of phones. Three's branding will also now include a new color, a shade of peachy orange, in contrast to its former minimalist white color scheme, designed to show up better in print, outdoor and on social feeds.


Jul 02, 2021
Client :
Agency :
Wonderhood Studios
Chief Creative Officer :
Aidan McClure
Chief Operation Officer :
Alex Best
Chief Strategy Officer :
Jessica Lovell
Planning Director :
Nick Exford
Creative Director :
Jack Croft
Creative Director :
Stacey Bird
Creative :
Jack Croft
Creative :
Stacey Bird
Creative :
Ads Dechaud
Creative :
Phil Le Brun
Business Director :
Sam Brown
Account Director :
Alex Austin
Account Manager :
Darcy Gilbert
Account Manager :
Eddy Yan
Account Executive :
Sham Shakil
Account Executive :
Sophie Lewis
Design Director :
Simon Elvins
Design Studio :
King Henry Studio
Designer :
Tobias Bschorr
Media :
Agency Producer :
Georgia Totvanian
Production Company :
Director :
Gary Freedman
John Lynch
Producer :
Sara Cummins
Editor :
Adam Spivey
Editor :
Assembly Rooms
Black Kite Studios
Colorist :
George Kyriacou
VFX Supervisor 2D :
Paul Wilmot
VFX Supervisor 3D :
Finlay Crowther
VFX Lead :
Paul Wilmot
VFX Lead :
Dan Sanders
VFX Team :
George Brunt
VFX Team :
Emre Aypar
VFX Team :
Jonny Freeman
VFX Team :
Tito Fernandes
VFX Team :
Lino Khay
VFX Producer :
Hannah Ruddleston
Sound :
Jack Hallett
Sound :
Music :
Music :
Justin Hurwitz
Music :
Agency Producer Assistant :
Roy Barker
Photographic Agency & Production :
Object & Animal
Photographer :
Laura McCluskey
Photographer’s Agent :
Millie Yoxen
Producer :
Pru Ainslee

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