“Nice” is not a word typically associated with the telco industry however Swedish mobile brand Tre is looking to go its own, kinder, more gentle way as reflected in a campaign devised by its in-house agency in partnership with creative agency B-Reel. “Say You, Say Tre” is the beginning of a year-long campaign under the Trevligt (Swedish for “nice”) platform targeting Swedes.

Tre(vligt) is about being more than just a fun pun. Introduced in January 2021, the platform shows its care for its customers through its flexible contracts, customer service and commitment to the human-side of business. Trevligt has also become a rallying cry internally, with employees actively encouraged to live Trevligt everyday, including the introduction of an epic dog hotel at their HQ and a DJ on staff that can be booked for meetings. 

The client/agency duo of Tre and B-Reel asked celebrated Swedish director Andreas Nilsson and Scandinavian production company Bacon to work with them in bringing Tre to life through this TV spot as a lovable rebel in a typical Swedish karaoke pub to spark some big feelings. “Say You, Say 3” is a heartfelt invitation to the people of Sweden to give “the nicer network” a chance. 

Acclaimed puppet-maker, Andy Gent, whose work includes Wes Anderson’s Isle of Dogs, Fantastic Mr. Fox and Tim Burton’s Corpse Bride, also contributed to the unique cinematic film with the creation of the Tre “guy”.

“Say You, Say Tre” has just debuted across Swedish TV channels on February 28, kicking off a year during which Tre will invite Swedes to choose a Trevligt network. More films will drop alongside other exciting Trevligt activities, details of which will be announced shortly. The TV spot forms part of an integrated campaign which includes OOH, radio, cinema and social. 

Director Nilsson, who’s handled by Biscuit Filmworks in the U.S. and U.K., said, “In a world where most brands choose to blend in, I find it so refreshing that Tre and B-Reel have chosen to entertain their audience rather than put them to sleep. They were fun to make and we hope fun to watch.”

Credits

Client Tre Agency B-Reel Zack McDonald, executive creative director; Afshin Moeini, Christian Poppius, creative directors; Thomas Eon, strategist. Colony Markus Ahim, agency producer. Production Company Bacon Andreas Nilsson, director; Mette Jermiin, exec producer; Ditte Glass, line producer; Lasse Frank, DP; Louise Ryge, post producer. VFX BaconX Lasse Selvli, colorist. Sound Design ballad Adrian Aurelius, sound designer.

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