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Three shows us the highs and lows of 2020 through the eyes of our phones
Never before have phones played such a key role in people’s lives but also, perhaps, never before have they been exposed to so much.
Izzy Ashton
Deputy Editor, BITE CreativebriefThree
Never before have the nation's phones played such a role in our lives or taken such a battering. Our TV, digital, and radio campaign shows the highs and lows of 2020 through the eyes of our phones. In the end, our lead drops her trusty phone and has to buy a shiny new one.
Disciplines
Advertising/CreativeSector
Telecomms
Bite Insight
If the smartphone has been consumers' significant other for some time, in 2020, a year in which rolling news became a daily diet across the globe, the mobile phone has become a life line in the truest sense of the word.
Three’s latest campaign from Wonderhood Studios, and the agency’s debut work for the brand, beautifully plays into the highs and lows of an unprecedented year through the eyes of consumers’ phones. Never before have phones played such a key role in people’s lives but also, perhaps, never before have they been exposed to so much.
The campaign, ‘Your phone’s seen a lot this year’, shows how a woman’s phone experienced 2020 alongside her. From blurry early morning scrolls to walking selfies, online quizzes and messy children, the phone experiences it all, resulting in a slip out of the hand at the end and a broken phone. Cue Three’s suggestion that it might be time to purchase a new one.
The creative thread at the heart of Three’s festive story is one which many consumers can relate to. A total reliance on a piece of technology that simultaneously allows people to feel connected and more disparate than ever.
While many employees across the UK have been working harder than ever this year, Three’s choir soundtrack suggests no one has been working harder than our phones. A confident debut for Wonderhood Studios, with a clear tone of voice for the brand alongside a solid sales message.
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