Three Mobile are one of Ireland's biggest music sponsors. Rather than make promises about their commitment to music with a sponsorship ad, they decided to help make some of their own. Three brought three artists from three different genres together to create collaborative, original tracks. Proving the connective power of music, and their brand purpose - that life is better connected. The tracks were launched with videos produced to support them. Our target market then used the brand's unlimited data to listen, watch and share the music.

Ireland has a vibrant music scene. But after decades of musical success, Ireland’s archaic licensing laws and local council policy has seen the death of many live venues, small festivals and cultural spaces that helped foster young musicians. Pair this with risk-averse major labels and internet algorithms controlling how audiences outside of Ireland hear our music more than ever - making it as an artist in Ireland had become a near impossible task. So, to help nurture young artists and promote them to the world, Three put the weight of their marketing budget behind local musicians, treating them like global superstars.