Three doesn’t just bring people together through technology, it connects them through music too. As the sponsor of Ireland’s landmark venue and premier music festivals, Three have been a name in the Irish music scene for some time. The challenge was that they wanted to be more than just a badge on a building. They wanted a campaign that could make a lasting contribution to Irish music.
We needed music fans and people in the industry to sit up and take notice and we knew we couldn’t do that with a traditional advertising campaign. Instead of making ads, we brought up-and-coming Irish talent to the masses in the most native way – 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 and three Irish directors to create three breathtaking music videos – each one celebrating a unique connection ‘Made By Music’. Then we threw the weight of Three’s media spend behind each artist, exposing them to a wider audience and giving them a platform to take their music to the next level.