‘Date’ was part of a campaign created to launch Three’s new ‘Make it count’ platform – a rebrand that celebrates the power of data to connect and make people’s lives better. The spot takes a refreshing approach to telecoms advertising by directly focusing on the product Three sells. No metaphors. No similes. Just bits and bytes of data. It takes a single amount of intangible data, 0.2mbs to be exact, and dramatically demonstrates how it can be transformed into something we can all relate to – asking someone out on a date. It takes a very cold and obscure amount of data and explains what it equates to, in this case an emoji of two clinking champagne glasses with the question ‘Fancy a drink on Friday?’ and why it matters. The music, composed for Three’s ‘Make it count’ campaign, helps heighten the senders emotional turmoil, while also linking the spot with the launch TV and Cinema spot. ‘Date’ was one of a number of spots designed to help people understand the human value of data, with each execution demonstrating how you the listener can ‘Make it count’ with Three.