Make it right
Three wanted to shake up the mobile phone industry. Which has been taking advantage of its customers for too long. Revolution was in the air, so we created one. We gave them a cause 'When stuff sucks, make it right' We gave them a symbol in the form of a furry fist and we gave them a leader 'Jackson' to take the industry on.
The main commercial was directed by Daniel Wolfe, campaign written by Christen and Bertie and Jackson made by Henson Studios.
To create more of a buzz and talkability we launched with a teaser campaign as flyposters in and around three key cities.
Soon after the tease phase we launched the new platform to the nation with a widespread poster campaign. As well as launching the platform we backed it up with press that explained what Three were doing to stop making things suck.
Throughout the campaign we seeded several activations to keep the buzz going, from selfie sticks, to free battery packs and even a statue of Jackson that emitted free wifi. Oh! and someone actually got a real tattoo of Jackson. (That's the second tattoo for Three - see Giraffamingo)
As part of the campaign we made shorter length content that wrote the wrongs of the industry though the medium of song.