Mastercard: Brits 2018

Mastercard had just re-branded and wanted to launch this new direction on their 20th anniversary of sponsoring the Brit Awards. They wanted to use music to, “Start Something Priceless.”

We all know the cliché that, “music says more than words,” but I wondered if it could actually speak for people whose communication had broken down? Could we create a piece of music that literally reconnected people?  

Working together with David Arnold, award winning composer for TV, Film and Musical Director of the 2012 Olympics, I created a social experiment to bring estranged family and friends back together, and to really see if music could say what words can’t. All they had to do was sit, look at each other and listen to the track we had created. I won’t tell you if it worked… But there wasn’t a dry eye in the studio.

As well as the film to the left, this project included a full stadium rebrand of the O2, a series of idents for ITV, OOH, Digi OOH, social and editorial.

Agency: McCann

Direction: Blake Claridge at Craft.