The Dublin-based agency Boys + Girls took to the stage on the final day of Cannes today, June 21, to deliver a keynote talk involving its client Three Mobile and YouTube to discuss how they collaborated to create a high profile music sponsorship campaign.
Moderated by Edith Bowman, BBC broadcaster, the talk-: Made by Music. How collaboration created YouTube’s greatest hits- took place in Palais II and involved Elaine Carey, Chief Commercial Officer and Chief Marketing Officer, Three Ireland, Elaine Doyle from YouTube and Rory Hamilton, Chief Creative Officer of Boys + Girls.
The interactive talk gave an insight into how Boys + Girls, Three Mobile and YouTube collaborated to create a record-breaking music sponsorship campaign. By creating entertaining culture, not advertising, Three outperformed all of their competitors, smashing every metric of success and outperforming ads for global music heavyweights, Beyoncé and Jay Z.