Alternative Title: Live the Priceless Side of Music with Robbie Williams
Media: Experiential
Client: Mastercard
Product: BRIT Awards 2017
Agency
: McCann London
Chief Creative Officers:
Rob Doubal & Laurence Thomson
Creative Directors
: Matt Crabtree & Simon Hepton
Creatives
: Adam Bernet & Rory Tregaskis
Managing Partner
: Rob Smith
Business Lead
: Tom Vick
Account Director
: Jaclyn Kaminski
Planner James Appleby
Project Director:
Richard Ross
Production Company:
Craft London
Director
: Blake Claridge
Head of Production
: Sergio Lopez
Executive Producer / Producer:
Zara Balfour
Production Manager
: Rosanna Gouldman
DoP
: Berndt Wiese
Sound Recordist: Ashok Kumar
Live Sound: Output Audio
Editor
: Max Downey, Mike Harris & Graham Taylor at Craft
Sound Mix
: Adam Smyth & Chris Gilbert at Craft
Grade Framestore
Post:
Andy Tusabe at Craft
Description:
McCann London brings creativity to Mastercard’s BRITs 2017 activity with Robbie Williams and new tagline
Wednesday 22nd February: McCann London kicks off its latest creative for Mastercard - the headline sponsor of The BRIT Awards 2017 - ahead of today’s event at The O2. The campaign uses the new ‘Priceless Side of Music’ tagline and features a Priceless Surprise in which a major star delivers the surprise of a lifetime to a deserving Mastercard holder.
This year superstar Robbie Williams delivers the Priceless Surprise in the shape of an intimate performance for a fan who thought she was taking part in a documentary. Williams, who last year received The BRITs Icon Award, follows a number of global stars who have taken part in Mastercard’s Priceless Surprises, including Mark Ronson, Ellie Goulding, Kylie and Mary J Blige.
Launching ahead of The BRIT Awards 2017 which takes place this evening, the campaign uses the new tagline: ‘Priceless Side of Music’.
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 series of idents for The BRIT Awards 2017 on ITV, out-of-home at The O2 venue and the Greenwich area, animated banners for The O2, and a print and digital campaign for The Telegraph.