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W+K London, The Mill Liberate "Puggerfly" For Three UK


Robert Goldrich
Thursday, Apr. 26, 2018


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Wieden+Kennedy London and The Mill introduce a new animal sensation--Puggerfly, half pug, half butterfly--in this U.K. spot promoting Three and its new partnership with Snapchat. The visual messaging app is now included in Three’s Go Binge offering. All new and existing Three customers are able to Snap, chat and share to their heart’s content without using any of their data allowance. 

The ad transports viewers to a luscious British forest where butterflies and nature thrive; a reflection of the expressive, creative fun Snapchat users have on the platform--now without limit as part of Go Binge. Viewers are met by the adorable Puggerfly, who throughout the :30 comes to grips with its new butterfly wings. The metamorphosis from clumsy pug, to careless Puggerfly allows it to experience a newfound freedom and to live its best life. The ad comes to an end as viewers follow Puggerfly soaring above the treetops, the sky filled with rainbow waterfall clouds, with the tagline “Oh Snap, data free on Three” and the call to action to “Free your own Puggerfly” on Snapchat now. 

The animated visuals are accompanied by actor John Goodman, who is providing the voiceover alongside the legendary track of “Africa” from Toto.

Jorge Montiel of The Mill directed the Puggerfly spot.


Client Three Agency Wieden+Kennedy London Hollie Walker, creative director; Freddy Taylor Andrew Bevan, Philippa Beaumont, creatives; Ian Tait, Tony Davidson, executive creative directors; Andy Wright, Nick Exford, planners; Mike Naman, head of technology; Chris Graham, interactive producer; James Laughton, TV producer; Xueling Wang, Jon Harris, designers/ Jody Burson, Jhy Turley, David Brodie, studio. Production The Mill Jorge Montiel, director; Carlos Nieto, art director; Jonathan Wood, VFX supervisor; Fergal Hendrick, 2D lead; Alberto Lara, animation lead; Mick Vincent, colorist; Reece Ewing, exec producer; Rebecca Perry, producer. Sound String & Tins Will Cohen, sound designer; Matej Oreskovic, Sam Brock, producers. Music Theodore  David Bass, music supervisor. Music Track: “Africa” by Toto; Jeffrey T Porcaro, David Paich, writers. Label Sony Music Entertainment UK. Publishers SonyATV Music Publishing, Kobalt Music Publishing

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