Cannes Lions

"New Day" by Kormac, Made by Music

BOYS AND GIRLS, Dublin / THREE IRELAND / 2019

Film
Film
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Overview

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Credits

Overview

Background

“New Day” is part of the #MadeByMusic series, an initiative from Three Mobile Ireland created to champion Irish music talent. Three music videos were commissioned for three exciting artists who represent the originality and diversity of Irish music: Jafaris, Saint Sister and Kormac.

We were tasked with creating emotionally compelling films that each tells a unique story of connections made by music, designed to connect the artist’s track with a wider audience.

Idea

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.

Then we threw the weight of Three’s media spend behind Kormac, exposing him to a wider audience and giving him a platform to take his music to the next level.

Strategy

Our aim was to demonstrate the power of music to connect us all, and the power that connection has to liberate us from everyday struggles.

Execution

This film explores the way youthfulness determinedly pushes boundaries to be noticed and accepted. Subconsciously it’s a way that many manage the pressures around them, however naïve they are to the possible consequences. It also speaks of a deeper problem with a society that has failed to give them an alternative.

Those are the layers in this film, but on the outside train surfing is a celebration. The heroes of the story find brotherhood between them, and celebrate the bonds they form riding carriages to nowhere, conquering death.

Outcome

The artist saw an increase of 31% in Spotify listeners, and 27% in Instagram followers. The video got the track an increase of 81,244% in views/ listens, compared to an audio-only YouTube upload of the same song. The film was written about in multiple publications, including national newspapers, and international music websites, and awarded a Vimeo Staff Pick. It managed to draw only positive comments on YouTube, a place where comments sections are so often filled with hate.

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