To amplify the launch of Three’s new #SingItKitty campaign last week, we did some exciting stuff – did you see our #SingItKitty rickshaw cruising the streets of London, giving lifts to London Fashion Week? Or maybe you saw the entire front row at London Fashion Week wearing #SingItKitty jumpers? If you did, you’re not alone: Made in Chelsea’s Jamie Laing proudly tweeted a picture of himself wearing one to his devoted followers.
The latest iteration of a campaign by leading advertising agency Wieden and Kennedy London all about sharing silly stuff online, the new ad is set to Starship’s eighties power anthem ‘We Built This City’, and turns a shared moment between a young girl and her adorably cute pet kitten into an epic and emotion-filled journey that sees the duo belt out a powerful rendition of the song whilst tearing up the cul-de-sac on a pink tricycle.
Within its first week, the TV ad has already racked up over 4 million view on YouTube, building on last year’s very successful viral sensation #DancePonyDance.
As well as the TV ad, you can also create your own 80s inspired content via an innovative web-based app hosted at www.SingItKitty.co.uk, allowing you to star in your very own version of the ad. The app uses clever face-morphing technology that seamlessly portrays fans and their friends singing along to the music. You can then share the hilarious results on social media using the #SingItKitty hashtag.
Tom Malleschitz, marketing director at Three, commented: “Last year we were blown away with the runaway success of our moonwalking pony, Socks. As the network built for the internet we understand people’s behaviour online and know that cute, silly, or unexpected images and videos are what make people tick. We are very excited to launch this advert and hope it will simply bring a smile to your face when you watch it. And the app is an experience that you automatically want to share with friends and family because it’s just straightforward fun!”
Mission’s experiential work on the campaign is the latest in an exciting partnership with Three. Keep your eyes peeled, because there’s more great work to come in the future.
Make your very own #SingItKitty here.
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