We were particularly excited to wake up this morning to a direct response to our recent #holidayspam campaign for Three.
Turns out Virgin Holidays, via M&C Saatchi, have decided to "co-opt the buzz" around our work, according to Marketing Week. "Don't be sorry. #Showoff with pride. You Look Delicious." their billboards state, surrounded by very familiar imagery - hot dog legs, tans and sparking blue water.
To top it off, who else but the Surrey Police have chimed in, adopting the hashtag #BragWhenBack to encourage holidaymakers to keep their homes safe whilst abroad.
Always good to know we're doing a public service. From spoofer to spoofee to watchdog...we can't wait to see where this creative idea goes next.
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.
Last night the British Arrows took place under the star-studded ceiling of Battersea Evolution. Our ECD Kim Papworth, Chairman of the Jury, accompanied the host Jack Whitehall on stage to present the awards.
Given this year’s outstanding shortlist, stakes were high, but our work picked up seven arrows, four of which went to Honda Hands (recently named as one of TED’s ‘Ads Worth Spreading'). Hands picked up gold for ‘Vehicles and Automotive Products’ and 'Best over 90” Cinema Commercial’, as well as two silver arrows for 'Best over 90" TV Commercial using Paid-for Media’ and ‘Best over 90” Web-Based Film’.
Three's The Pony received two silver arrows for 'Telecommunications Services (Networks) and Products’ and ‘Best 30” - 60” TV Commercial’, and Lurpak Weave Your Magic was awarded a silver in the ‘International’ category.
Today sees the launch of Three’s new #0800Fun campaign celebrating the fact that calls to 0800 numbers are now free on all new Three plans.
To celebrate this, we’ve helped Three create a selection of fun numbers for customers to call and launched a new TV ad featuring The Singing Dictionary Line.
Directed by Chris Palmer through Gorgeous, the TV spot reveals an 80-strong choir in their call-centre dwelling: Wookey Hole cave. The TV ad is supported by OOH and digital activitty, as well as a selection of beautifully animated films created by Layzell Bros of Blinkink, each featuring one of the five numbers. The animated films are hosted on a dedicated YouTube hub at http://www.makethemostofthem.com
Here are a couple of the animated films:
And here are all the numbers, so you can try them out for yourself. Make the most of them!
The Singing Dictionary – 0800 808 5883
The Time Wasting Line – 0800 808 5730
The Nicknaming Service – 0800 011 9763
The 24 Hour Compliment Line – 0800 808 5602
The Sympathy Service – 0800 808 5191
The 24 Hour Lullaby Line – 0800 011 9865
And this is a selection of the accompanying 6-sheet OOH posters, each featuring calling cards for one of the numbers.
A couple of weeks ago, our new campaign for Three launched to the fist-pumping sounds of 80s power anthem 'We Built This City', introducing the public to Bronte the singing flat-faced grey cat. The TV ad has now been viewed almost 5 million times on YouTube, and the accompanying #singitkitty app has seen millions of viewers across the nation tearing up the cul-de-sac in their own versions of the video.
If you're wondering how we got a cat to lipsynch the words to a Starship song whilst cruising in the basket of a little girl's bike, the answer is pretty simple: VFX magic by MPC. Check out a behind-the-scenes look at how we took a simple spin around the neighbourhood to the next level and turned it into a rocking journey.
Today, the nation woke up to the sweet sounds of 'We Built This City' from laptops, mobiles and headphones everywhere. That's because our new campaign for Three has launched, celebrating the nation's love of sharing silly stuff and its power to bring people together.
The 60 second ad, which was directed by Traktor through Partizan and is set to Starship's 80s anthem 'We Built This City', makes its debut on TV today. It turns a shared moment between a young girl and her adorable pet kitten into an epic journey that sees the duo belt out a powerful rendition of the song whilst tearing up the cul-de-sac on a pink tricycle.
Because Three is the network built for the internet, wanted to salute what we love most about the web - the act of sharing silly stuff online - by allowing fans to create and star in their own version of the ad.
We brought Stinkdigital's skills in to create a web-based app (hosted at www.singitkitty.com) which takes a still photograph of fans and through a bit of smart face-morphing technology, lets them star in their own seamless and hilarious lip-synching version of the ad.
It's simple and completely addictive. You can use your phone, tablet, laptop...whatever floats your boat.
All you need to do is upload a picture of your mug, bring your mates...
...let the app work its magic...
...and boom! You and your sidekicks are rockstars.
Now imagine the possibilities. Try it with your friends, your family, your boss (those are ours, by the way).
We want to see all your best performances, so bring your best game faces and share away! Be sure to join the fun online and share your videos via the #singitkitty tag.