Mobile network Three has unveiled a new campaign to showcase the ‘glow’ consumers have when redeeming offers and rewards.

Crafted by Wonderhood Studios, it includes a spot, directed by Marie Schuller, which features a warm light that engulfs a group of people at a bus stop. It is soon revealed the light is coming for Amy, a Three customer, who just redeemed a £1 coffee with her Three+ rewards app.

“At Three, we understand that the little things can make a real difference. Whether that’s getting your hands on the hottest gig tickets, upgrading to the latest phone, or simply picking up your favourite coffee for just £1,” said Andrew Foy, director of new products and propositions at Three UK.

“We’re proud to offer our customers everyday benefits and rewards, creating feel-good moments designed to brighten their day and leave a lasting glow.”

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The film was shot in Walthamstow Village, London, and features a cameo from TikTok star Henry Rowley, who will be working with the firm on a social media campaign.

It will run across TV, AV, digital out of home and radio, retail stores, social media, customer and internal communications.

Aidan McClure, CCO at Wonderhood Studios, said: “‘Life Needs a Big Network’ has always been about elevating its customers’ everyday, relatable behaviours.

“This is the next chapter, which captures that slightly smug glowy feeling that Three customers get when they bag yet another deal,” he added.

Media planning for the campaign was managed by Zenith Media, with social content being handled by Three’s in-house agency Generation and Wonderhood Studios.