McCann London helps Mastercard "Start Something Priceless" at this year's BRIT Awards Re-connecting people through the power of music

Feb. 20, 2018

McCann London launches its latest creative for Mastercard – the headline sponsor of The BRIT Awards 2018. The campaign ‘Start Something Priceless’ highlights the important role music can play in people’s lives.

After many years of successful Priceless Surprises in Music at The BRIT Awards, Mastercard uses this year’s sponsorship to launch their new global brand platform ‘Start Something Priceless’ in the UK where they move from observing Priceless moments, to empowering people to create them. As such, McCann collaborated with award-winning composer and 2012 Olympic Music Director, David Arnold and a beautiful 24-piece orchestra to create a piece of music that could break down the walls between people and bring them together.

People were sought out, whose relationships had fallen apart, some of whom had not seen or spoken to one another in years. They were then placed in a specially constructed Listening Room, designed to separate them by a single sheet of glass whilst bringing them face to face without distractions. Asked to simply sit and look at each other, the specially composed track was then played to them through headphones.

Slowly but surely the emotionally-driven music unravelled each couple as they quickly relinquished any feelings of resentment. The dividing plate of glass was then removed – bringing the couples back together, embracing each other and starting a conversation.

Mastercard’s global music strategy - to demonstrate the effect music has on people physically, emotionally and culturally - underpins this activity. McCann London’s work includes the creation of a Hero film, a series of TV idents for The BRIT Awards 2018, social edits and press and will run for 3 weeks in the UK and Ireland.

Mastercard is celebrating 20 years as headline sponsor of The BRIT Awards – one of the longest ever running music sponsorships in Europe.

Nicola Grant, Head of Marketing and Communications at Mastercard UK and Ireland, says:

“The Listening Room shows how music has the power to move us, inspire us and most importantly, bring us together and start a conversation when it’s most needed. We set out to truly start something priceless – a new beginning between two people who have stopped speaking. As we celebrate 20 years of sponsoring The BRITs, it feels like the perfect way to celebrate the profound effect music can have on us.”

 

Chad Warner, Creative Director at McCann London, says:

“Our aim was to give these relationships a chance to completely start again. To strip away all the junk that’s getting in the way – pride, history, even words – and let music do its magic. I love the simplicity of 2 people in a room with no distractions, silently fighting for something. Each in a safe space, but also completely uncomfortable as they’re so squarely confronted with each other at the same time. Connected only by music designed to take over their emotions to the point where pride loses and love wins. That’s the power of music. It can change the direction of anything in seconds. I mean stop reading me blabber on, and just say “Hey Siri, play Bohemian Rhapsody” – in 5 minutes, 55 seconds you’ll want to take on the world. Job done.”

 

See the hero film, and listen to the track here.