To become the UK’s best-loved brand, and crucially get their swagger back with millennials, Three needed to confidently and unapologetically land its new bold point of view — ‘phones are good’ — despite a growing backlash around phone usage and mental wellbeing. So, we partnered with LADbible to launch the most relaxing place on the internet. Relaxing Stuff delivered feel-good moments of mobile chill. But it didn’t take itself too seriously. To date we’ve increased purchase intent among the target audience by 14.8 points.