McCann London brings creativity to Mastercard’s BRITs 2017 activity with Robbie Williams and new tagline

Feb. 22, 2017

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.

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: 

Mastercard is proud to be in its 19^th year as headline sponsor of The BRIT Awards – one of the longest-running music sponsorships in Europe.

Nicola Grant, Head of Marketing UK&I at Mastercard, says:

“McCann London has done a great job on this year’s Mastercard activity for The BRIT Awards 2017. It’s been the culmination of several months’ work to bring this campaign to life. And it was, of course, great to have the opportunity to work with BRITs superstar Robbie Williams on our latest Priceless Surprise. We always strive to show fans the priceless side of music and this year is no different.”

 

Rob Doubal, CCO and Co-President at McCann London, says:

“He said, “Entertain me”. But we thought it was enough to give someone a lovely surprise. The team has done a great job and brought genuine joy into someone’s life. We’re very proud to continue our 19-year partnership with Mastercard and the BRITs through this campaign.”