While the world (and so many telcos) have become earnest crusaders of screen wariness, Three Mobile, has made itself the exuberant champion of screen’s ability to foster fun. The campaign, Let Fun In, by Wonderhood Studios is a glorious celebration of spontaneity and “letting go”, told in the campaign film through the story of a young skater who abandons the rigid format of competition to inject fun into her performance – inside a blow-up chicken jockey suit and underscored by the upbeat pop sing, Dancing with Myself by The Donnas.
That story comes from real life. It features Katarina Suemnig, an 11-year-old figure skater from Plymouth, Minnesota, and was inspired by a video of her chicken jockey 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.
Let Fun In is a sharp shift away from Three’s previous platform, Life Needs A Big Network, reflecting the brand’s ambition to appeal to a younger audience. It carves out a distinctive position within the VodafoneThree portfolio, and builds on Three’s optimistic outlook and counter conventional spirit, celebrating the power of connectivity to unlock more of the things people love.
Maria Koutsoudakis, chief brand officer, VodafoneThree, stated, “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.”
Jack Croft, executive creative director, Wonderhood Studios, 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. Leading the charge in our first campaign in this fresh direction for Three is our ice skater from Minnesota, Katarina, who is the perfect embodiment of letting fun in.”
The full campaign is running nationwide in the UK, on TV and all major social media and streaming platforms, including YouTube, Meta, TikTok, Snapchat, Reddit, ITVX, All4, Sky, Netflix, Amazon Prime and Disney+, supported by OOH in London and key regional cities, and a surprising PR activation coming to central London to disrupt the mundaneness of everyday life.
Credits
Client: Three Mobile
Client Team: Maria Koutsoudakis, Lisa Walker, Alice Hall, Natalie Goodall & Angie Ebanks
Creative Agency: Wonderhood Studios
Chief Creative Officer: Aidan Mcclure
Executive Creative Directors: Jack Croft & Stacey Bird
Creatives: Tad Buxton & India Penny
Head of Strategy: Joe Harris
Strategist: Mia Hoban
Data Strategist: Amy Powell
Chief Executive Officer: Alex Best
Managing Director: Sam Brown
Business Director: Andrew Wright
Account Director: Millie Watson
Account Manager: Lizzie Coombs
Head of Production: Natasha Johnson
Head of Print: Roy Barker
Producer: Henry Davies
Assistant Producer: Pericles Brierley
Head of Art: Simon Elvins
Design Director: Tommy Spitters
Designer: Iain Cadby
Motion Designer: Emma Robins
Content Studio: Wonderhood Makers
Founders: Katie Hunter & Jo Lumb
Executive Creative Director: Mandy Gould
Account Manager: Katie Luton
Producer: Jake Parker
Creative: Sophie Crean
Media: Carat UK
Production Company: Smuggler UK
Director: Lucy Forbes
Executive Producer: Kerry Smart
Producer: Nick Sutherland-Dodd
Post Production & VFX: Time Based Arts
Colourist: Simone Grattarola
Producer: Jo Gutteridge
Editing: Tenthree
Editor: Ellie Johnson
Sound: Runamok
Sound Engineer: Jon Clarke
Executive Producer: Caroline Jemirifo
Music: Soundtree
Music Supervisor: Jay James
