As mobile phones are seemingly getting a hard time, criticized for how overuse of them hurts the quality of life, Three UK is taking on the cynics and bringing some balance to the debate with its new brand campaign, “Phones Are Good.”
To extol the virtues of smart phones, this Three spot directed by Ian Pons Jewell of Friend London for Wieden+Kennedy London humorously reimagines pivotal moments in history, demonstrating in each scene how much better things would have been if phones had been available–from starving cavemen ordering Deliveroo, to Henry VIII’s wives avoiding a dire fate thanks to Tinder.
Credits
Client Three UK Agency Wieden+Kennedy London Hollie Walker, creative director; Tom Bender, Tom Corcoran, creatives, Iain Tait, Tony Davidson, executive creative directors; Andy Wright, strategy director; Rachel Hamburger, strategist; Richard Adkins, TV producer; Aran Patterson, TV production assistant. Production Friend London Ian Pons Jewell, director; Luke Jacobs, exec producer; Jon Adams, producer; Mauro Chiarello, DP; Mark Connell, production designer; Ameena Callender, costume designer. Production Services Radioaktive Film. Editorial Cut+Run Ben Campbell, editor; Chris Hutchings, edit assistant; Ruth Minkley, edit producer. VFX Time Based Arts James Allen, VFX supervisor; Josh Robinson, VFX head of production; Sean Ewins, VFX production assistant; Luke Todd, lead VFX artist; Simone Grattarola, colorist; Matt Jackson, Leo Weston, David Birkhill, Stephen Grasso, Jamie Crofts, Flame artists; Leandro Vasquez, Matt Shires, Bernardo Varela, Sarah Breakwell, George Cressey, Ralph Briscoe, Manolo Perez, Nuke artists. Oscar Diez, James Spillman, Mike Battcock, Jon Park, James Mann, Nigel Timms, Daniel Davie, Gareth Bell, Cesar Eiji Nunes, David Loh, Michael Hunault, Federico Guzzardo, Florian Mounie, Dan Hope, CG artists; Lisa Ayla, Sylvie Minois, matte painters. Sound 750mph Sam Ashwell, Jake Ashwell, sound designers; Mary-Ann D’Cruz, sound producer. Music Supervision Mr. Pape John Connon, music supervisor.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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