Wieden+Kennedy London and Three mobile have mashed up the animal kingdom for a brand new ATL campaign, to encourage customers to ‘Go Roam’ as the network continues to free its customers from unfair roaming charges.
Wieden+Kennedy London has created an entirely new breed to embody Three’s industry-leading Feel At Home proposition, which allows customers to use their phone in 60 destinations worldwide at no extra cost.
The 30” CGI spot opens with a nervous, wobbly baby giraffe, which is magically replaced with the proud and confident feathers of a flamingo. The result is a creature that struts, sways and soars across the screen. The transformation is designed to portray the sense of freedom and joy that comes with being able to roam for free, reminding viewers they can be confident using data, texts and calls without paying a penalty when abroad.
Visual effects studio, The Mill, crafted both the nervous giraffe and the giraffe/flamingo hybrid entirely in CG, developing from early concept drawings to the final models featured in the ad. The team also worked to enhance the desert environment, adding atmospheric effects to compliment the vibrant colours of the animal, allowing it to take centre stage.
The film has launched alongside extensive out-of-home, digital, social and print advertising in a media plan devised by Mindshare.
Lianne Norry, director of brand and communications at Three, said: “At Three we know what our customers want from their phone and, more importantly, how this makes them feel. Our “giraffe-amingo” embodies the sense of freedom and confidence that our customers feel when they roam abroad at no extra cost. That’s why we’re on a mission to make it right by giving them the power to use their mobile exactly how they want. This is no-ordinary feeling. This is a special kind of Three feeling.”
Dave Day and Larry Seftel, creative directors at Wieden+Kennedy London, said: “This is the first in a string of animal mash-ups we’re launching for Three, with each one representing a different feeling of being on Three – in this case, freedom. It’s been an incredible team effort to get to our final campaign and we’re really excited by the new visual world we’ve created.”
Creative Directors + Co-Directors: Larry Seftel + David Day
Creatives: Katy Edelsten + Chloe Cordon
Executive Creative Directors: Tony Davidson + Iain Tait
Group Account Director: Paulo Salomao
Account Director: Lex Higlett + Sophy Woltman
Account Manager: Ant Conlin
Account Executive: Lara Wahab
Planning Director: Andy Wright
Planner: Nick Exford
Executive Producer: Danielle Stewart
TV Producer: Anna Neilson + Rich Adkins
TV Production Assistant: Georgia Totvanian
Creative Producer: Amy Leach
Production Company: MJZ
Directors: The Perlorian Brothers
Executive Producer: Lindsay Turnham
Line Producer: Yann Gorriz
VFX Company: The Mill
VFX Executive Producer: Reece Ewing, Gemma Humphries
VFX Producer: Jomana Ayoub
VFX Supervisor: Alex Hammond
VFX Executive Creative Director: Neil Davies
2D Lead Artist: Peter Hodsman
3D Lead Artist: Adam Droy
Colourist: Mick Vincent
Music Company: Wake The Town
Sound Company: Wave Studios
Sound Designer: Jack Sedgwick
Sound Producer: Rebecca Boswell
Talent Researcher/Fixer: Melsie Bourne