Three: advert-body-1 by Wieden+Kennedy London

Three’s latest work with Wieden+Kennedy London sees a shy and retiring giraffe transform (almost) into a pink flamingo.

The ad aims to encourage customers to switch on roaming when they go abroad and, after not paying a penalty for using their phone, experience the sense of elation the giraffe feels when his back end is magically replaced by the confident feathers of a flamingo. Designed to push Three’s Feel At Home offering, Go Roam launched yesterday (22 May) alongside an out-of-home, digital, social and print campaign planned by Mindshare.

The media agency will also deliver a virtual reality experience for the telecoms brand in Westfield and the Bullring later in the campaign.

The Mill created the protagonist and desert island of the 30-second CGI spot, which is the first in a “string of animal mash-ups” that Wieden+Kennedy has created for Three.

The agencies creative directors, Dave Day and Larry Seftel, said: “Each [creature will] represent a different feeling of being on Three – in this case, freedom. It’s been an incredible team effort to get to our final campaign and we're really excited by the new visual world we've created.”

Lianne Norry, director of brand and communications at Three, said: “At Three we know what our customers want from their phone and, more importantly, how this makes them feel. Our ‘giraffe-amingo’ embodies the sense of freedom and confidence that our customers feel when they roam abroad at no extra cost.”