3 Makes People Fall In Love With Their Network

Feb. 28, 2022

In an industry where every mobile brand offers more or less the same without significant success, 3 wants to be known as Sweden's "Trevligt network". And for those outside of Sweden, "Trevligt" in Swedish translates to "Nice".

"Nice" is not a word typically associated with the telco industry, however 3 is looking to go its own, kinder, more gentle way. "Say You, Say Tre" is the beginning of a year-long campaign under the Trevligt platform all created to show Swedes that this network is nice.

The newly formed client/agency duo of 3 and B-Reel asked celebrated Swedish director Andreas Nilsson and Scandinavian production company Bacon to work with them in bringing 3 to life through their TV spot as a lovable rebel in a typical Swedish karaoke pub to spark some big feelings. Say You, Say 3 is a heartfelt invitation to the people of Sweden to give "the nicer network" a chance.

Acclaimed puppet-maker, Andy Gent, whose work includes Wes Anderson's Isle of Dogs, Fantastic Mr. Fox and Tim Burton's Corpse Bride, also contributed to the unique cinematic film with the creation of the 3 "guy".