THE THINKING.

When Three asked us how to launch their 5G network, they were incredibly excited, as they had acquired more network spectrum than any of its competitors, which meant it would (eventually) be able to offer the fastest 5G. 

However, we encountered two key problems, 1) 5G didn’t mean anything to anyone, and spectrum even less so, and 2) Three’s network perception was far behind its competitors so a claim about being the best would fall on deaf ears.  

Our task was clear, get people excited about what Three’s 5G could mean for their lives in a way that felt relatable and personal. 

So often visions of the future in advertising are bland, shiny, perfect boring utopias. In the face of so much tension and uncertainty, we wanted to bring to life a future Britain could feel, relate to, and get behind.

We’ll let the competition answer questions about the future of education and open heart surgery, while we answer the big questions…what will Greggs look like? What will Lewis Capaldi be up to? What about Love Island? And will football ever come home? 

Obviously, all fuelled by Three’s 5G network. 

We ended up with an epic 3-minute film to launch the campaign, Metro cover wraps and OOH executions that triggered AR experiences, social films that explained what 5G really was, and stunts that brought the technology to life in a tangible way.

AWARDS:
Vimeo – Best Commercial of 2020 – Shortlist
D&AD – Yellow Pencil – Direction – Film
D&AD – Graphite Pencil – Production Design
Ciclope – Grand Prix
Creative Circle – Gold