‘White Noise’ 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, 572mbs, and dramatically demonstrates how it can be transformed into something we can all appreciate – a good night sleep for a mum in need. Millions of people stream ‘White Noise’ to help them sleep and because it sounds like radio static we played the sound throughout the spot to help it stand out on-air. ‘White Noise’ demonstrates the emotional benefit of ‘All You Can Eat Data’ in a clear and simple way. ‘White Noise’ 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.
