Three: Festival partnerships

Generation, Three’s in-house agency, has created a major social campaign in support of its partnerships with music festivals in the UK such as Parklife. As Senior Creative and Social Lead Tom Fenwick-Smith explains, “This year, the ambition was to genuinely connect Three’s festival partnerships with fans by creating authentic festival content that reflects Three’s core value of belonging.”

“The festival community is very discerning, so authenticity is crucial. Our focus has been to bring each festival’s culture to life. I decided to manage the content turnover like a newsroom, and we shot and delivered all assets within 24 hours,” he explains. “Parklife [above] was our first attempt, and I believe it proved our point well and provided a good opportunity to iron out any kinks.”