Mastercard and The Brit Awards celebrate the next generation of creative talent

Mastercard is marking its 26th year as headline sponsor of the awards

Georgie Moreton

Deputy Editor, BITE Creativebrief


This Saturday (2nd March) The Brit Awards are set to take place, celebrating the very best in music. As headline sponsor of the awards for the 26th year, Mastercard is marking the occasion with a campaign that spotlights the next generation of creative talent in the UK.

The campaign, which is set to launch at The Brit Awards, will feature the creative works of 14 current Brit School students who have created unique interpretations of Mastercard’s sonic brand. From visual arts to music, fashion, interactive digital design and dance, the 14 students have created idents that will be shown throughout the live awards show broadcast on ITV. The students were selected for their creativity and range of use of medium.

As well as being shown throughout broadcast coverage, the work will be seen throughout the O2 arena. It will also run across a broader, integrated campaign across Meta, TikTok and The Guardian.

The Brit School is a school supported by The Brit Awards and industry charity The Brit Trust to provide free access to 14-19-year-olds aspiring to pursue a career in music and the creative arts. The campaign puts these students front and centre to showcase the emerging talent the school plays home to.

“As the biggest night in British music, The Brit Awards is the perfect opportunity to rally people to come together through the power of music. This year, we’re proud to once again team up with The BRIT School to champion their creative works and all those blazing a trail for the future,” says Raja Rajamannar, Chief Marketing and Communications Officer at Mastercard.

The student idents were brought to life with the help of industry-leading creatives led by Director Anthony Rubenstein and prestigious photographer, Michael Wharley. Using innovative technologies beyond CGI and VFX, the campaign was shot using virtual production, placing students in their Mastercard brand-inspired, dynamic 3D worlds via LED screens.

The virtual production technique is a much more sustainable way to film than a location shoot meaning the campaign is Mastercard’s first entirely carbon-neutral production, certified with a Greenshoot Silver Award for sustainability. The sustainable focus furthers the message of a hopeful future and puts the next generation front and centre.

“Ensuring the longevity and legacy of music and creative arts is core to our campaign and we’re delighted to work with The BRIT Awards and our partners to support a diverse, inclusive, and sustainable industry for the next generation.” added Rajamannar.

The creative campaign was led by McCann with Big Group delivering the social marketing campaign, Carat UK managing media planning and strategy.

The campaign builds on Mastercard’s commitment to supporting the next generation of talent in the UK providing the students involved with masterclasses with some of the industry’s most inspiring creatives. The Brit School graduate Young Athena, Cancer, and Creator Nife, fashion designer Dame Zandra Rhodes and AI consultant, Vince McSweeney, shared their insights and tips with the students, urging them to not only create great work utilising the latest technology but to also build a network for successful careers in the arts for the future ahead. Music Trailblazer PR activities were led by The Academy

To further the campaign the brand is also working with radio and TV presenter, author and journalist, Vick Hope, to shine a light on some of the trailblazers driving positive change in the music industry across technology, diversity and inclusion and making music accessible for all.

By championing the next generation of creativity through a focus on sustainability, building knowledge and connection as well as promoting talent, Mastercard’s Brit campaign puts the future first.

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