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