Cannes Lions

Virgin Media- 1Gig - Pick up the Pace

PUBLICIS, Dublin / VIRGIN / 2022

Demo Film
MP3 Original Language
Supporting Content

Overview

Entries

Credits

Overview

Execution

We set out to find the fastest rapper in Ireland. With a thriving hip hop scene, we needed to search through hundreds of Irish rap records, reaching out to Irish music journalists and podcast hosts. Eventually we found Dublin-based rapper JyellowL. He stood out for his technical and lyrical ability. JyellowL’s confidence and swagger matched the Virgin brand perfectly. We approached him with the idea of doing Ireland’s fastest track. It needed to be credible for him as an artist, so we gave him full artistic freedom. The only rules were: no explicit language and make it as fast as possible.

JyellowL's music was featured in the video game FIFA 20 and on the TV show Normal People; he also appeared on BBC Three's Rap Trip. His 2020 debut album 2020 DIVision was nominated for the Choice Music Prize.

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