Three is a telecoms company with the best data plan in Ireland (known as ‘All You Can Eat Data’) and this campaign was created to help launch Three’s new ‘Make it count’ platform – a rebrand that celebrates the power of data to connect and make people’s lives better. Three’s biggest obstacle was that research suggested the consumer didn’t fully understand what data was or appreciate its emotional benefit. So this campaign 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. Each spot in the campaign dramatically demonstrates how intangible data can be transformed into something the viewer can truly understand and relate to, like asking someone out for the first time or doing whatever you can to get a good night sleep when you’re a new mum. Each spot is designed to help people understand the human value of data, with each execution demonstrating how you the listener can ‘Make it count’ with Three.