MASTERCARD &THE BRITS #britsmover
Like every year for the past 24, Mastercard were pumped to sponsor The BRITs. Only the pandemic posed a problem. How to excite the nation about an electric event when it was going to be mainly virtual?
Tasked with creating the first ever digital first campaign for Mastercard, we decided to get the UK in-sync and tap into TikTok culture. Making Mastercard’s debut on the platform.
With the help of Diversity leader Ashley Banjo we created a TikTok dance challenge to George Michael’s wildly apt ‘Freedom! ‘90’. One lucky person was crowned Mastercard #BRITsMOVER of the Year but runners up starred in our idents on the night of the awards show.
But before all that, we opened with a TikTok with a promo from Ashley…
The top 14 entrants got to star in our spots in every ad break on the night of the show. Two finalists got to duet with Ashley on TikTok… Until we finally surprised the winner with their prize from BRITs show presenter – Jack Whitehall, which he shared on TikTok the morning after the live show.
Case Study | pw: BRITs2021