Telecom provider 3 launches 'One love, one world' thematic campaign

The TVC was crafted by 3 Hong Kong's long-term creative agency Bravo Asia, which has been working on the account for six years.

Michael Cheung, chief creative director of Bravo Asia, explained that the agency and client wanted to lift the brand to the next level. Hence Bravo Asia invited renowned Hong Kong film director Alfred Hau, who has filmed a number of award-winning TVCs for Cathay Pacific and Wellcome, to direct.

The poetic TV spot, reminiscent of a Calvin Klein ad, was filmed in South Africa. The twist is the unlikely harmonious relationships it depicts, such as a wolf with a lamb and a crocodile with a butterfly. The juxtapositions are meant to suggest the harmonious nature of 3 Hong Kong's new partnership with Vodafone and Conesttra Conexus Mobile Alliance (one of Asia’s largest mobile alliances). The agency also bought the rights to Bob Marley’s iconic song of the same title to serve as the soul of the TVC. 

The campaign will includes four TVCs, including a 60-second thematic ad, and three 30-second TVCs on specific items including 4G LTE service, roaming service, and customer service.

PHD Hong Kong is the media agency partner. The TVC launched last night and will be running on TVB Jade, Pearl and iCable channels, intensively during the first two weeks of the campaign. In the social space, the campaign includes an online game and online videos.