Sunday, December 9, 2018
You are here:

McCann London Taps Into Healing Power of Music For Mastercard

By

Robert Goldrich
Thursday, Feb. 22, 2018

2465 views

Log in or register now!

McCann London launches its latest creative for Mastercard--the headline sponsor of The BRIT Awards 2018 honoring the best in U.K. music. The campaign “Start Something Priceless” highlights the important role music can play in people’s lives.

After many years of successful Priceless Surprises in Music at The BRIT Awards, Mastercard uses this year’s sponsorship to launch its new global brand platform ‘Start Something Priceless’ in the UK where they move from observing Priceless moments, to empowering people to create them. As such, McCann collaborated with award-winning composer and 2012 Olympic music director, David Arnold, and 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 unraveled 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, creative director at McCann London, said, “Our aim was to give these relationships a chance to completely start again. To strip away all the junk that’s getting in the way – pride, history, even words – and let music do its magic.”

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 this hero film, The Listening Room--directed by Blake Claridge via CRAFT--which will run for three weeks in the U.K. and Ireland.

Credits

Client Mastercard Agency McCann London Chad Warner, integrated creative director; John Wilds, copywriter; Rupert De Paula, art director. Production CRAFT Blake Claridge, director; Daniel Landin, DP; Sergio Lopez, head of integrated production; Zara Balfour, exec producer; Duncan Groves, producer; Rosanna Gouldman, production manager.

Category of ScreenWork: 
Media Type: 

560x349

<iframe width="560" height="349" src="https://shootonline.com/embed/75316/560x349" frameborder="0" allowfullscreen></iframe>
 

640x390

<iframe width="640" height="390" src="https://shootonline.com/embed/75316/640x390" frameborder="0" allowfullscreen></iframe>
 

853x510

<iframe width="853" height="510" src="https://shootonline.com/embed/75316/853x510" frameborder="0" allowfullscreen></iframe>
 

1280x750

<iframe width="1280" height="750" src="https://shootonline.com/embed/75316/1280x750" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Sunday, Dec. 9, 2018

In the calm before the Christmas storm at the box office, "Ralph Breaks...

Sunday, Dec. 9, 2018

It was a big night for director Bing Liu at the International Documentary...

Friday, Dec. 7, 2018

The Cannes Lions International Festival of Creativity has announced the 27...

Friday, Dec. 7, 2018

ACS Gold-award winning cinematographer Judd Overton has signed to...

Friday, Dec. 7, 2018

Independent creative agency Zambezi has hired creative directors Alexandra...

Thursday, Dec. 6, 2018

To say Andy Serkis has been through the wringer with his adaptation of...

Recent SPW Releases

Friday, Dec. 7, 2018

Directors Guild of America President Thomas Schlamme announced the...

Thursday, Dec. 6, 2018

Netflix announced that it has entered into a multi-year overall deal with...

Wednesday, Dec. 5, 2018

What makes a car cool? Making it your own. Director Tim Damon recently...

Wednesday, Dec. 5, 2018

The International Animated Film Society, ASIFA-Hollywood is honored to...

Wednesday, Dec. 5, 2018

SAG-AFTRA announced that veteran music industry executive Rebecca...

MySHOOT Profiles


Cinematographer, Director

Director
Erik Anderson
Director

MySHOOT Company Profiles

Top