Eight months in the making, a new campaign sees Three working with three emerging Irish music talents to become breakthrough artists. Three has done it by funding a music video for each act. Boys + Girls worked with Three to create a campaign highlighting the brand’s links with music through a platform called Made By Music.
As well as the music videos, the campaign includes TV, VOD, audio, social, PR and digital. Boys + Girls is producing content with the artists which will go live later this month. Each artist’s video is supported over four weeks during the summer months. Jafaris is the first featured artist with a track titled ‘If You Love Me’.
His debut album is due for release in the autumn. The video was shot in New York, directed by Shane Griffin. Saint Sister is the second act with ‘Causing Trouble’. The duo mix a distinct sound of Celtic harp, 60’s folk and electro-pop. Nominated for Choice Music Prize Song of the Year, their debut album is due for release in October.
Brendan Canty, the director behind Hozier’s ‘Take Me to Church’ video, will shoot the second film in the series in Ireland. Kormac is the third artist. The producer and multi-instrumentalist has performed at Glastonbury and Electric Picnic, both solo and with his 11-piece ensemble, Kormac’s Big Band.
His track, titled ‘New Day’, has Will Armstrong directing the music video shot in Zimbabwe.
See the Jafaris video at https://www.youtube.com/watch?v=aIFwoCNm9Sc
Client: Three Ireland
Head of brand and marketing: Aislinn O’Connor
Digital marketing manager: Cian McDonagh
Marketing campaign manager: Ann Marie 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