In July 2014 Three was responsible for a disaster. By allowing their customers to use their phones abroad at no extra cost, Three triggered a global epidemic of holiday over sharing, that we coined 'Holiday spam'. The campaign was constructed around a series of public announcements across media in which Three apologised on behalf of their customers for the flood of #holidayspam hitting the UK. We weren't really sorry though, as new customers doubled throughout the campaign. What's more the term carries on today, and may continue the campaign long into the future.
Role: Creative/ Creative Director
Agency: Wieden + Kennedy London