Three, the UK’s fastest 5G network, led us through the first few chapters of their ‘Life Needs a Big Network’ campaign.

‘Gravlax’ improved Three’s standout, prompting the highest network perception ever. It’s the small, everyday moments in life that are best supported by the scale and power of Three’s big 5G network.

Meanwhile Three used music as a passion point by leveraging the Three+ rewards app to build loyalty at major UK festivals.

SMARTY Mobile, Three’s second brand in the UK, shared its campaign targeting an older demographic that was sick and tired of complexity, and quite simply wanted to cut through the crap. Their ‘Less Malarkey. More Smarty.’ idea was rolled out across traditional comms channels, OOH and social with a humorous TVC that allowed consumers to see that “it really can be that simple.”