The video is the latest product of an ongoing relationship with Three and their lead creative agency Wieden + Kennedy, and follows Mission’s ‘Sing it Kitty’ experiential activations. The nationwide promotional campaign launches Three’s trailblazing new price plans that give customers free access to 0800 numbers. As a way of celebrating this, Three have launched a selection of fun 0800 numbers for people to call and enjoy, including a compliments line, a sympathy line, a nicknaming service, a 24-hour lullaby line and a Singing Dictionary line.  Launched by a W+K TV ad, which you can watch here, Mission was tasked with bringing the Singing Dictionary choir out of the cave and onto the streets of London. 

Popping up at bus stops, ATMs, parks and lakes, the Three Singing Dictionary choir brought the TV advert to life, eliciting surprising reactions from bumfuzzled members of the public.

Don’t know what bumfuzzled means? Call the Three Singing Dictionary on 0800 808 5883 and let Three’s comical choristers enlighten you.