With some fierce competition, Three Ireland has won a prestigious silver award for ‘The Connected Island’ campaign at the 2022 Cannes Lions – International Festival of Creativity. Known as the Oscars of the marketing and advertising industries, the five-day festival attracts over 25,000 entries each year from all over the world. It’s the global benchmark for creative excellence.
Last year, Three won a gold award for Creative Strategy as well as a bronze for Brand Experience & Activation for ‘The Connected Island’ campaign. Winning gold meant that Three was eligible to be nominated for the Creative Effectiveness category at this year’s awards. The Creative Effectiveness category celebrates the best ideas that deliver the strongest business growth. Overall, Three received three shortlist nominations this year and, alongside agency partners Boys + Girls, won a silver award.
Meanwhile, Three Ireland also launched a TikTok channel in late May. By using trending sounds, native filters and by creating custom content that would resonate with everyday TikTok users, Three has been able to gain 12,000 followers, with over 2 million views and more than 35,000 likes on videos. The team plans to cement its #1 status by exploring targeting and conversion opportunities.
Three Ireland’s sub-brand, 48, recently announced its sponsorship of the 3-day Longitude festival in Dublin. 48 introduced its new exclusive space, #Area48, an Instagrammable playground with a futuristic yet nostalgic design, and a quirky, colourful and casual feel. Over 100,000 festival goers enjoyed world-class DJ acts while having fun capturing ‘photo-worthy’ memories against the iconic summer mashup backdrop.