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    Ad of the Week: Boys and Girls Launch New Campaign and Brand Identity for Three Mobile

    Mobile phone operator Three Mobile has launched a major new rebrand and advertising campaign which will span TV, digital, OOH, radio, social and PR. The Make it Count campaign kicked off this week.

    “We’re delighted to unveil the work we’ve been doing on behalf of Three over the past number of months. It’s an evolution that moves the brand forward with a striking new visual identity and a compelling new positioning.  The new advertising campaign demonstrates how people make the network count, how they transform bits and bytes of data into something that really matters,” says Rory Hamilton, executive creative director of Boys and Girls.

    “Each execution focuses on an amount of data, showing how people use it to make a difference to their lives,” he adds.

    The first execution in the campaign series is a brand film entitled ‘Marathon Man’, an emotive and very relatable telling of a son’s devotion to his elderly father and how he uses data to strengthen their relationship by sharing a special experience together.

    Boys and Girls selected The Sweet Shop to produce the series of four films that comprise the campaign. Mark Albiston, director at The Sweet Shop said of “Marathon Man”: “The reveal in this spot really grabbed me. I totally got the man’s love and devotion for his father and seeing him cross the finish line is priceless. Data is the love for these moments – it makes them possible and helps to record and play them for generations to come.”

    Apart from creating the campaign, the agency also developed a new brand identity for Three.

    “Selecting a new colour for a brand identity is an artform in itself. It might appear inconsequential but, in fact, it’s critical. It’s the difference between engagement or apathy,” says Hamilton.

    “We’ve literally been through the colour spectrum, absorbed international learnings and studied global brands that embraced the colour. And that’s why ultimately pink is the one that fits best with Three’s business and customer engagement objectives. Research indicates that it’s associated with warmth and honest feelings. It’s also bold and bright with great standout. We’ve been using it successfully as a highlight colour in the past 3 to 4 years. Now it becomes the predominant colour of the new brand visual identity,” he says.


    Client: Three
    Client Team: Elaine Carey,
    Aislinn O’Connor,
    Eilis Fitzgerald,
    Rachel Cunningham,
    Dearbhla Hayes

    Agency: Boys & Girls

    Executive Creative Director – Rory Hamilton
    Creative Director – Laurence O’Byrne
    Senior Copywriter – Kris Clarkin
    Copywriter – Avril Delaney
    Art Director – Katie Kidd
    Design – Shane O’Riordan & Aengus Tukel
    Agency Producer – Derek Doyle
    Business Director – Pat Stephenson
    Senior Account Director – Clare Kerlin
    Account Manager – Andrea Dalton-Doran
    Strategy – Patrick Meade
    Director – Mark Albiston
    DOP – Jaime Feliu Torres

    Production Company: The Sweet Shop
    Director: Mark Albiston
    MD/Executive Producer: Spencer Dodd
    Producer: Hannah Cooper
    Production Manager: Natasha Hayes
    Editor – Billy Mead
    Sound – Raygun/Dean Jones
    Grade – Cherry Cherry London
    Post Production – Windmill Lane Dublin

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