Three is all about bringing people together, not just through technology, but music as well. As the sponsor of some of Ireland’s biggest music festivals, not to mention the largest music venue in Ireland, Three has been a force in Irish music for some time. But it wasn’t enough to stick their name on the side of a building: Three wanted to make a meaningful contribution to the Irish music scene.
Instead of making a series of chest-beating ads that talked about Three’s music credentials, our idea was to use their platform to help launch three Irish acts on the world stage. Authenticity is hugely important when it comes to music, so we decided to help these acts break out in the most native way possible – music videos on YouTube.
The #MadeByMusic platform was designed to champion emerging Irish music acts, and to celebrate the power of music to connect people.
As part of the campaign, we collaborated with three Irish artists alongside three Irish directors to create three visually arresting music videos – each one celebrating a unique connection that’s “Made By Music”. We then threw the weight of Three’s media spend behind each artist, introducing them to a wider audience and giving them a platform to take their music to the next stage.