Three Mobile is championing the role of mobile networks in helping people embrace more fun, spontaneity and connection in everyday life with the launch of a new brand platform, “Let Fun In”.
Created by Wonderhood Studios, the activity is rooted in the insight that while many people, particularly younger adults, are hungry for new experiences and meaningful connections, they can often find themselves held back by routine and the pressures of modern life.
It aims to show that mobile connectivity offers more than just connections to others; it can help us discover, share and say yes to the moments that make life memorable.
“Let Fun In” marks a shift away from Three’s previous platform, “Life Needs A Big Network”, reflecting the brand’s ambition to appeal to a younger audience.
By carving out a distinctive position within the VodafoneThree portfolio, the platform is designed to celebrate the power of connectivity to unlock more of the things people love.
The campaign launches with a film that follows an extraordinary young ice skater who injects fun into an otherwise serious performance. We open in the changing rooms, as she waits nervously, looked upon by her judgmental peers. She takes a deep breath. As she glides onto the ice, into position, the lights dim and The Donna’s Dancing with Myself begins to play.
With the press of a button on her belt, an inflatable costume bursts into life, making it appear as though she’s riding a chicken. She glides around the ice before launching into a soaring leap as time slows around her. The crowd melts away, the music stretches into slow motion, and we see her competitors look on in awe before reality snaps back. She finishes her routine with a flourish of jazz hands as the arena erupts into applause, with one of the judges capturing the iconic moment on their phone.
The film features Katarina Suemnig, an 11-year-old figure skater from Plymouth, Minnesota in an inflatable chicken jockey costume and is inspired by a video of her performance at a national figure skating competition that went viral last year, racking up over 25 million views on TikTok.
Choreography for Katarina’s routine was created by British ice-skating coach Daniel Linden, a former international ice dancer who represented Great Britain.
The campaign was created by Tad Buxton and India Penny, directed by Lucy Forbes through Smuggler, with media planning and buying been handled by Carat.
The fully integrated activity will run nationwide from today, with the TV ad being supported by cinema, and all major social media and streaming platforms, including YouTube, Meta, TikTok, Snapchat, Reddit, ITVX, All4, Sky, Netflix, Amazon Prime and Disney+.
It will extend into OOH with a fully immersive tunnel takeover at Oxford Circus underground station and bus wraps across London and key regional cities.
VodafoneThree chief brand officer Maria Koutsoudakis said: “Three has always stood for doing things differently, and ‘Let Fun In’ marks the start of an exciting new milestone for the brand. We know that for many people, especially younger audiences, fun and spontaneity too often take a back seat to the pressures of everyday life.
“Our network isn’t just about keeping people connected, it’s about giving them the confidence to say yes to the moments that make life memorable. It’s a platform that nods to our challenger heritage while creating a fresh, emotionally engaging role for the brand as we begin this next chapter.”
Wonderhood Studios executive creative director Jack Croft added: “It’s about time we got back to what phones were really made for. Three is here to wake us from our scrolling slumber and encourage us all to simply have fun again.”
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