Phones have been getting a hard time. The same fear mongers who said television will turn our eyes square were predicting that phones will ruin our sex lives, halve our IQs, and generally bring about society’s demise. 

In a beautiful twist of irony these idiots were complaining on Twitter.  

So when nobody else dared to we took on the haters, because if it weren’t for your mobile how would you find love lounging on the sofa? Buy new shoes while sitting on the toilet? Or get a chicken cooked, seasoned, garnished and delivered to your door at the drop of a thumb?

People had (and still have) a conflicting relationship with their phone. They were constantly being told ‘phones are bad’. While people did feel a bit guilty about their phone usage, most would never ditch their beloved device. Despite this, the media continued to try and fearmonger them. 

Our competitors were way too scared to have a point of view. We were not. We were willing to stick our neck out, bring some balance to the debate and say that, all in all, #PhonesAreGood ;)

The launch film, directed by Ian Pons Jewell and produced by Friend, tackles the idea that “phones are bad” by time travelling through Phone History and showing how much better things would have been if phones had been available - from starving cavemen ordering Deliveroo to Henry VIII’s wives eluding execution thanks to Tinder. The campaign included a series of contextual OOH executions.

#PhonesAreGood quickly became a topic of conversation on social and in the media, earning Three a disproportionate amount of attention. Most importantly, it has paved the way for a positive uplift in brand consideration.