MasterCard: advert-body-2 by McCann London
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McCann London kicked off its latest creative for Mastercard - the headline sponsor of The BRIT Awards 2017 - ahead of the 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.
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.
McCann London has also created a Priceless Surprises film for digital platforms that will show the fan, Danielle, being surprised by Robbie Williams before he sings a duet onstage at the local cinema with Danielle’s daughter.
Credits
Chief creative officer: Rob Doubal, Laurence Thomson
Creative director: 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 Clardige
Head of production: Sergio Lopez
Executive producer/producer: Zara Balfour
Production manager: Rosanna Gouldman
Director of photography: 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