Three is all about bringing people together, not just through technology, but music as well. As 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.
creating culture not ads
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.
"If You Love Me"
A COLLABORATION MADE BY MUSIC
The tracks and films were rapturously received by the music community. The campaign led to all three acts collaborating on an original song that went on to be nominated for “Song of the Year” at the RTÉ Choice Music Prize. They even performed together at Electric Picnic on Three’s #MadeByMusic Base.
MAKING THE CAMPAIGN EVEN BIGGER
For phase two, we wanted to make Made by Music even bigger, by commissioning two totally original music tracks. We took six artists from radically different genres, and put them in a room together to see what they cooked up. Safe to say the results were something to hear.
Not only that, we also staged a unique music experience at Ireland’s biggest music festival to showcase the acts.
Soulé, Elaine Mai and Sorcha Richardson.
David Kitt, Fehdah and Kean Kavanagh.
"Follow the sound"
At a time when the music industry seems beset by misfortune, our Three #MadeByMusic platform has been a major success story.
It’s managed to break the world record for ad views on YouTube not once but twice, even knocking Beyonce and Jay Z from the number one spot. It also had a life on Spotify, receiving more than 3 million listens on the streaming service alone.
The campaign was so successful that the organisers of the Cannes Lions festival asked us to discuss it on-stage – the only Irish campaign to do so. Go us!