MasterCard: Start Something Priceless by McCann London
The campaign ‘Start Something Priceless’ highlights the important role music can play in people’s lives.
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.
Chad Warner – integrated creative director
John Wilds – copywriter
Rupert De Paula – art director
Jaclyn Kaminski – account director
Gary Armitage - head of planning
James Appleby – strategist
Kate Modeland – managing partner
Kate Hindley – integrated account director
Emma Reitman – account manager
Alex Bishop – account executive
Ben Henley – project manager
Rob Smith – executive vice president
Production agency: Craft
Blake Claridge – director
Daniel Landin - director of photography
Sergio Lopez – head of integrated production
Zara Balfour – executive producer
Duncan Groves - producer
Rosanna Gouldman – production manager
Big Group (Social/ Digital)
Talker Tailor Trouble Maker (PR)