By Taruka Srivastava, Freelance journalist

July 8, 2022 | 3 min read

5G network brand Three UK has launched a multi-million-pound campaign with the aim of highlighting how it benefits people’s lives ‘whenever they need it most.’

As part of the campaign – created by Wonderhood Studios – a 40-second film directed by Ninian Doff of Pulse Films has been launched. It features a man in a fancy restaurant sitting with his girlfriend and her parents. Upon looking at the menu, he appears to be flustered at the list of unrecognizable dish names in front of him.

Panicking, the man manages to subtly search the internet for one of the dishes, gravlax. Thanks to his 5G Three network, the man is quickly transported to a lake in Sweden where he discovers gravlax is just “cured salmon with sugar, salt and dill.” In an instant, he’s back in the restaurant and orders the gravlax with confidence, leaving the table surprised.

The campaign is part of Three UK’s brand ‘Life Needs a Big Network,’ which was launched in July 2021. The film will run across TV, video-on-demand (VOD) and cinema, and is supported by multiple cross-channel activations including an in-store and out-of-home (OOH) campaign shot by Sophie Jones.

Three UK and Wonderhood worked closely with cultural consultancy The Diversity Standards Collective (DSC) to make sure that the diverse communities featured in the campaign are represented authentically. The campaign was checked with DSC consultants from a breadth of diverse communities including the Black and East Asian communities, giving the agency and client teams first-hand guidance and validation from ideation to process.

Jack Croft, creative director, said: “Confession time... at almost every industry lunch/dinner/do I have to ask Stacey what something is on the menu. And if she isn’t there, I’m whipping my phone out and asking the internet, hoping to be saved from extreme mortification. So, when we were asked to show the real everyday uses of our devices and how they could benefit from super-fast 5G, we didn’t have to look much further than our own downfalls.”

Stacey Bird, creative director, added: “Honestly, working with Ninian and the team to bring this insight to life has been a dream. You know you’re working with a real pro when they demand a real Swedish man holds a real 20kg salmon aloft for multiple takes while shouting across a real serene Swedish lake.”

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