This summer, mobile network Three is looking to shake up the industry in a big way by rallying the British public to unite against typical network gripes, with a little help from Jim Henson's Creature Shop! The new “Make It Right” campaign from Wieden+Kennedy London takes pot-shots at everything from high roaming costs to high 4G premiums, and does so with a knowing wink thanks to the brand's new mascot; a fluffy purple puppet called “Jackson.” This new brand platform and multi-channel campaign was created by W+K with media partner Mindshare, and has been teased since late last month, when Three customers spotted a first glimpse of activity, with teaser posters hinting at an imminent “Fluffy revolution.”
Three is rallying the British public to unite against typical network gripes with their new “Make It Right” campaign from Wieden+Kennedy London
Whilst the campaign has been subtly making its presence felt, it made its official début over the weekend with a powerful 90 second TV spot (below) which introduces audiences to Jackson, a dynamic new brand mascot designed and created by the Jim Henson’s world famous Creature Shop, renowned for inventing The Muppets. Directed by Daniel Wolfe through Somesuch, the film is set to East 17’s delightfully cheesy 1993 dance-pop anthem “It’s Alright,” and features a dejected, beaten down and damp, Jackson cutting a sorry figure in the big dark city as the story unfolds. As our fluffy hero reaches his lowest low however, he remembers an old family mantra, and is suddenly transformed, and starts spreading the song’s upbeat message to the masses.
Three - Jackson speaks out #makeitright
Supporting the main spot are three additional 20 second TV spots, which feature Jackson informing people how Three is improving mobile industry by allowing customers to use their phone abroad and use 4G at no extra cost. Alongside the TV spots, a dedicated hub on Three’s website will feature a film where Jackson outlines the network’s intent in the style of a political press conference. Broader activity across various touch points, meanwhile, will be based around the #makeitright hashtag, and will offer solutions to common, industry-wide customer problems. From outdoor sites around the country to print executions in national media, Three’s message will also be accompanied by a unique sign of resistance and revolution; a furry fist held high in the air. Starting 12th June, Three will start solving other mobile problems out and about across the UK. They will be putting up large Jackson statues that provide free-of-charge fast Wifi connectivity, and special interactive bus shelters that dispense free phone charging units.
The campaign introduces audiences to Jackson, a dynamic new brand mascot designed and created by Jim Henson’s world famous Creature Shop
Tom Malleschitz, CMO at Three, said of the campaign: “We always strive to entertain people with our adverts, but with this campaign we had an ambition to connect on a deeper emotional level with our audience by communicating our WHY and brand purpose. At Three we have all signed up to our purpose, it’s what gets us up in the morning. Jackson is a loveable puppet, who was once down trodden and treated unfairly, just like many mobile customers. He perfectly tells the story of how Three is taking a stand by making it right for customers by tackling roaming fees and offering 4G at no extra cost for example.” Bertie Scrase, senior creative at Wieden+Kennedy London, added: “We're really excited to have created a change of direction for Three. A playful movement against things that suck, a leader from the Jim Henson bloodline, and a rallying cry to stir the masses in the form of Walthamstow's finest. All stitched together by the meticulous and brilliant Daniel Wolfe.”
