Three UK celebrates power of belonging in emotive new campaign

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Today, Three UK launched its latest brand campaign, highlighting the importance of emotional connection, and celebrating the power of belonging to many personal networks.

The campaign, created by Wonderhood Studios, brings to life how connectivity helps people find a sense of belonging through relatable, real-life scenarios. It is the latest reimagining of the Life Needs a Big Network brand platform, and Three’s biggest campaign since first launching it in 2021.

Three and ‘Belonging’

The fully integrated campaign spans across TV, VOD, cinema, radio, OOH, PR, social, digital and retail – kicking off on 14 June, with spots during the Euro ‘24 Germany v Scotland game on ITV1, Love Island on ITV2 and Celebrity Gogglebox on Channel 4.

For the first time, Three has created two TV ads, directed by James Rouse, based on real life insights following two stories that bring to life the power of belonging to a connected network.

The first ad follows the Sharma family, with the eldest son having a crisis of confidence before a job interview. As he escapes to the bathroom, his whole family suddenly appears out of nowhere, through the group chat on his phone.

The family give him a rousing pep talk to help him nail the interview.

In the second ad, viewers meet a new mum who is feeling overwhelmed as she struggles to settle her baby. As she walks downstairs in the dead of night, she opens her kitchen door and the room explodes with life.

 

There are several fellow new mums in the room, offering advice, consolation and virtual hugs through the power of a group chat. She might be on her own, but she doesn’t feel alone, with the support of her virtual network.

Aislinn O’Connor, Director of Marketing at Three UK and Ireland, said: “We have  evolved our brand platform, Life Needs a Big Network, to focus on the human networks that our customers value so dearly, and the sense of connection they bring to their lives.

“Central to this is our network supporting your network in day-to-day life and the moments that really matter.”

Ben Edwards, Executive Creative Director at Wonderhood Studios, said: “For this year’s Life Needs a Big Network campaign, we’re injecting new meaning into the platform.

“Three’s network only really exists to support the amazing human networks that are present up and down the whole of the UK.

“Across multiple media channels, this campaign celebrates the joy of being connected to the people you care about – all in an authentic, positive and moving way.”

For this campaign, media and creative will go hand in hand, targeting moments when audiences are connected to their networks, from Mother and Baby cinema showings to Podcast takeovers targeting avid fanbases.

The campaign also uses OOH, social media and PR to highlight a wide variety of real-life human networks, demonstrating the true sense of belonging and support these group can offer.