Three
5G Multisensory
Fashion Show
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the challenge
Launch and drive consideration of Three’s game-changing 5G network amongst sceptical consumers by helping them see the tangible benefits of super-fast connectivity.
the approach
5G marked a reinvention of human experiences, making moments more immersive, more entertaining, more spectacular, just – more. But with consumers unable to see the benefits of super-fast broadband speed, they simply weren’t excited enough to consider switching to it.
As Three’s experiential agency, we needed to put on a real show to test the limits of 5G. So that’s what we did — harnessing Three’s 5G to power one of the biggest fashion shows of the year and turning Central St Martin’s MA catwalk at London Fashion Week into a powerfully immersive, brand experience.
![A model doing a runway walk on a greenscreen](https://theproducerslive.com/wp-content/uploads/sites/3/2023/06/Three5G_01_CROPPED.jpg?t=0&ratio=0.9052757793765 755w, https://theproducerslive.com/wp-content/uploads/sites/3/2023/06/Three5G_01_CROPPED.jpg?t=0&ratio=0.9052757793765 755w, https://theproducerslive.com/wp-content/uploads/sites/3/2023/06/Three5G_01_CROPPED-625x690.jpg?t=0&ratio=0.90579710144928 625w, https://theproducerslive.com/wp-content/uploads/sites/3/2023/06/Three5G_01_CROPPED-350x387.jpg?t=0&ratio=0.90439276485788 350w)
![Two models on a catwalk](https://theproducerslive.com/wp-content/uploads/sites/3/2023/06/three-adwoa-aboah-volumetric.png?t=0&ratio=1.5006821282401 1100w, https://theproducerslive.com/wp-content/uploads/sites/3/2023/06/three-adwoa-aboah-volumetric.png?t=0&ratio=1.5006821282401 1100w, https://theproducerslive.com/wp-content/uploads/sites/3/2023/06/three-adwoa-aboah-volumetric-625x416.png?t=0&ratio=1.5024038461538 625w, https://theproducerslive.com/wp-content/uploads/sites/3/2023/06/three-adwoa-aboah-volumetric-350x233.png?t=0&ratio=1.5021459227468 350w)
![A model next to an animated version of themself](https://theproducerslive.com/wp-content/uploads/sites/3/2023/06/Three5G_17.jpg?t=0&ratio=1.722962962963 1163w, https://theproducerslive.com/wp-content/uploads/sites/3/2023/06/Three5G_17.jpg?t=0&ratio=1.722962962963 1163w, https://theproducerslive.com/wp-content/uploads/sites/3/2023/06/Three5G_17-625x363.jpg?t=0&ratio=1.7217630853994 625w, https://theproducerslive.com/wp-content/uploads/sites/3/2023/06/Three5G_17-350x203.jpg?t=0&ratio=1.7241379310345 350w)
the solution
A fully immersive, multi-sensory catwalk show for Central St Martin’s at London Fashion Week. Superfast 5G powered 3D surround sound at the event and special handsets that let spectators watch supermodel Adowa Aboa walk the catwalk using augmented reality. They could interact with her through an AR link, and even place her in any environment using their own handset – all whilst Adowa was sitting with them in the front row, watching the show.
results
pieces of coverage
show attendees
social impressions
coverage reach