Three and LG "unboxing" by Wieden & Kennedy London

Three and LG have come up with a novel way to promote the unboxing of the new LG G4 smartphone.

The brands got Matthijs van Heijningen, who directed the 2011 version of The Thing, to shoot a Blair Witch Project spoof in which Jackson, Three’s latest mascot, goes into the woods to test the new phone’s capabilities. The five-minute YouTube film is being teased with 20-second ads on TV and the full spot is being shown in cinemas from 1 August.