The Dublin-based agency Boys + Girls has rolled out a new music platform for mobile phone company Three Ireland called Made by Music. Eight months in the making, it underpins Three’s strategy of celebrating “the power of music to unite people and create lasting connections.”
As part of the strategy, Three worked with three emerging Irish music talents to directly support their ambition of becoming significant breakthrough artists. Three has done this by funding a music video for each act in a celebration of the diversity and originality of Irish music. Boys + Girls worked closely with Three to devise an innovative campaign that reflects the importance of music to the brand’s DNA.
As well as the creation of this series of music videos, the campaign will also include TV, VOD, audio, social, PR and digital. Boys + Girls will also be producing content featuring the artists which will go live later this month. To watch the first video of the series, click here: 3.ie/Jafaris
The first of its kind, this campaign is an innovative move from a brand to collaborate with artists in this way, helping them to reach a wider audience. Each artist will have their video featured and supported by Three for a 4-week period throughout the summer months.
The chosen acts are Jafaris who is currently working on his first album; Brendan Canty, who was the director behind Hozier’s ‘Take Me to Church’ video; Saint Sister and Kormac.
According to Rory Hamilton, partner and executive creative director, Boys + Girls said: “We wanted to create a piece of work that was fresh and invigorating, reflecting Three’s deep knowledge, commitment and passion for the thriving Irish music scene. By partnering with distinctive new talent, Three have given each artist an unrivalled platform from which to launch an even bigger future in the music business. As an agency, we’re very pleased to have played a part in that story.”
Client: Three Ireland
Head of Brand and Marketing: Aislinn O’Connor
Digital Marketing Manager: Cian McDonagh
Marketing Campaign Manager: AnnMarie O’Brien
Agency: Boys + Girls
Executive Creative Director: Rory Hamilton
Group Account Director: Pat Stephenson
Creative Director: Kris Clarkin
Art Director: Bex McNally
Copywriter: Avril Delaney
Senior Strategic Planner: Chloe Hanratty
Senior Account Director: Clare Kerlin
Senior Account Manager: Andrea Dalton Doran
Account Executive: Jelena Stancevic