Three: “Better Phone Friend” - 3 mins
Three encourage viewers to become better friends over the phone with this informative series of commercials. The campaign's execution is deceptively simple, as a series of circles orbit around each other in illustrative ways - bringing archetypes of conversation partner such as "the Filler" and "the Fixer" to life.
Created in conjunction with the Samaritans, the compassion-focused campaign couldn't be more timely. The pandemic has decimated the mental health of people across the country, while the government’s 'get back to normal' attitudes relies on a stiff upper-lip attitude which is demonstratively unhelpful to those struggling.
By urging people to give their friends space to talk without filling awkward silences, jumping in with solutions, or interrogating them, Three offer practical advice which strenghtens as the world opens back up. While many are celebrating, others will be grateful for the opportunity to just talk things through.