News release
London - 6 June 2005
3's summer campaign kicks off today with a passionate, creative film showing 3 as the young, fun network for "play".
3's latest brand film - called "Milkmaid" - brings the "we like play" theme to life through a modern day fairytale with a twist. It stars an Asian milkmaid with strikingly big hands who dreams of fame on the basketball court. Having run away from home to attend a major basketball game, the heroine is encouraged by the crowd as she makes a dash for the ball herself.
Bob Fuller, 3's Chief Executive commented: "3 is a brand the video mobile generation wants to buy into - young, fun and different. This campaign continues to set us apart from the old networks. It centres around "play", a key theme we know our customers enjoy, whether that's playing the latest music videos, games or watching the fun live from the Big Brother House."
The ad is the third in a series of 3 ads which bring to life a new, magical world, inspired by "Asian Cool" where anything is possible. Previous themes include "we like sharing" and "we like music". In this latest campaign, 3 continues to communicate its brand passions thematically - this time telling a story that 3 shares its customers' passion for 'Play'.
The 'Milkmaid' ad was created through WCRS, by Leslie Ali, Simon Robinson and Jo Moore and directed by Fredrik Bond through MJZ.
The brand film will be supported by a multi-media campaign using TV, outdoor, press, radio airtime and promotions, online, in-store and an experiential drive to encourage interaction with the brand and bring the 'play' proposition to life.
The campaign airs today. For more information about 3's products and services, visit www.three.co.uk.
Notes to editors
An video clip of the TV ad and supporting stills are available on request.
Campaign by WCRS - We Like Play
Creative Team - Leslie Ali, Simon Robinson & Jo Moore (Milkmaid) / Mat Fox & Mark Nicholson (Critters)
Group Director - Liz Darran
Start Date - 6th June 2005
Director - Fredrik Bond (Milkmaid)
Production Company - MJZ (Milkmaid) Passion Pictures (Critters)
Exposure - National TV & Satellite, National Press & Magazines, Radio, Outdoor, Online, Experiential.
About 3
Hutchison 3G UK Limited deliver third-generation mobile multimedia and communications services under the 3 brand in the UK, offering a convergence of media, information and telephony to enable live video calls, multimedia content and entertainment while on the move. 3 services are available from sister companies in Australia, Austria, Denmark, Hong Kong, Israel, Italy and Sweden. 3 also holds UMTS licences in Ireland and Norway. For further information, please visit: www.three.co.uk or call the 3 Media Office on 0207 350 5696.
Three facts about 3:
* 3 is the UK's first video mobile network.
* 3 is the UK's fastest growing mobile network. Over 3 million customers in the UK now have access to 3's range of 3G services, from video messaging and video calling to watching full-length music videos and goals from Barclays Premiership football.
* 3's network offers national coverage for calls and texts, and over 82% coverage for video services.
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