Three / 3 wanted to promote their pocket wi-fi, so they used wi-fi networks to spread their message - very simple first idea. They then put together this far-too-long case study, complete with cheesy music and a voice-over lady with a thick Swedish accent, adding to the impression that this is student work. "We used an unexpected media-channel", except that it's totally expected by now. We've seen Wi-fi used as ad space several times before and badlanded it twice. Wifi has been used to shill everything from magazines to cars, this might be the first time the medium is actually the message: "get pocket-Wifi".