Three trades purple Muppet for 'giraffe-amingo' in new brand campaign

Three has dropped its purple Muppet mascot in favour of an animal hybrid in a new campaign promoting the network's free roaming feature.

A CGI ad by Wieden & Kennedy London features a nervous baby giraffe that magically gains the bold feathers of a flamingo. The transformed creature struts and soars to portray the sense of freedom that comes when customers can roam for free. 

The campaign highlights Three’s "Feel at home" offering, which allows customers to use their phone in 60 destinations at no extra cost. Ads will run across TV, cinema, out-of-home, digital, social and print.

Dave Day and Larry Seftel, creative directors at W&K London, said the "giraffe-amingo" would be the first in a series of animal mash-ups for the brand, with each creation representing a different feeling of being on Three’s network.

Lianne Norry, director of brand and communications at Three, said: "At Three we know what our customers want from their phone and, more importantly, how this makes them feel.

"Our ‘giraffe-amingo’ embodies the sense of freedom and confidence that our customers feel when they roam abroad at no extra cost. That’s why we’re on a mission to make it right by giving them the power to use their mobile exactly how they want."

Katy Edelsten and Chloe Cordon created the campaign at W&K London, and The Perlorian Brothers directed the film through MJZ. The Mill crafted the visual effects, while Mindshare handled media planning and buying. 

Three informed customers of its new roaming offering with a Facebook Live video hosted by chief executive Dave Dyson. 

The former purple mascot was famous for ads such as a musical set to East 17’s track It’s Alright and a Blair Witch Project spoof

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