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2015 One Show - Cross-Platform

Holiday Spam

Agency Wieden+Kennedy / London

Client Three
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Annual ID

151184A

About the Work

In the Summer of 2014, Three was responsible for a nationwide crisis. By ceasing roaming charging on many popular destinations around the world, Three triggered a huge influx of 'Holiday Spam' from its eager customers: bragging tweets, showy check-ins of course, photo after photo after photo of all of their holiday exploits. Three went into damage-limitation mode and did what all good civically-minded brands would do: they apologised. Across TV, national print, digital, social and OOH Three launched an apology for every aspect of the #HolidaySpam that was afflicting the nation: from hotdog legs to sunset shots. To help clean-up the mess, they launched the HolidaySpam Crisis Centre - a hub that contained tools to help stem the tide, in a noble yet ultimately futile effort. #HolidaySpam couldn't be stopped.