The Sweet Shop’s Mark Albiston makes it count for Boys and Girls & Three Ireland

Daringly simple ideas. That’s the motto of Dublin agency, Boys and Girls. And a description of Marathon Man, it’s ad for Three Ireland that was filmed by The Sweet Shop director, Mark Albiston.

Daringly simple film ideas depend on their direction. This one, a heartstring tugging view of the slowest marathon participant’s journey to the finishing line, got the direction it needed. It had to create empathy. It had to grip its audience’s attention. And it had to do both all the way to its climax – because when the slowest marathon runner and an eighty-year old man stagger over the line together – well, that’s when Three comes in.

The new campaign demonstrates how people make the Three network count. How they transform bits and bytes of data into something that really matters, by showing how people use it make a difference in their lives.

Marathon Man is part of the biggest campaign that Boys and Girls has ever produced for the brand, involving a new brand purpose, a brand identity refresh including a new brand colour, a new endline, and new consumer, brand tactical and business campaigns all at the same time.