‘White Noise’ takes a single amount of intangible data (572mbs) and dramatically describes how it can be transformed, through the Three network, into something meaningful that everyone can understand – a good night sleep for a mum in need.

Millions of people stream videos of White Noise online to help them sleep and the sound is almost exactly the same as radio static. We used this parallel to grab the listener’s attention. The white noise/static SFX is played without VO at the start. On-air this initially sounds like a mistake, which draws the listener in. The SFX continues throughout and the announcer, speaking in hushed tones so as not to wake the baby, explains how this cold and obscure amount of data actually has a lot of emotional weight.

And thanks to All You Can Eat Data from Three, she has the opportunity to ‘Make it count’ over again.