For 24 years, Mastercard have stood side-by-side with iconic music ceremony, The BRIT Awards.
But in a year where the country was physically and emotionally separated, and a live show felt impossible, how could we reignite any sense of togetherness and boost morale?
Music was the answer. Because whether you’re singing or dancing along, we can all feel as one, and ultimately get Britain back in-sync
But in a year where the country was physically and emotionally separated, and a live show felt impossible, how could we reignite any sense of togetherness and boost morale?
Music was the answer. Because whether you’re singing or dancing along, we can all feel as one, and ultimately get Britain back in-sync
Introducing… Mastercard #BRITsMOVER of the Year: the search for the UK’s greatest TikTok dancer.
This digital-first lifestyle campaign was Mastercard’s TikTok #Challenge debut. An invitation to the nation to follow celebrity choreographer, Ashley Banjo’s, moves to The BRIT-Award winning track Freedom! 90 by George Michael. A pandemic-poignant track that captured the country-wide hope as lockdown began to ease. Launching as a 15” ad and followed by a dance-to video on TikTok, users were invited to share their best moves.
This digital-first lifestyle campaign was Mastercard’s TikTok #Challenge debut. An invitation to the nation to follow celebrity choreographer, Ashley Banjo’s, moves to The BRIT-Award winning track Freedom! 90 by George Michael. A pandemic-poignant track that captured the country-wide hope as lockdown began to ease. Launching as a 15” ad and followed by a dance-to video on TikTok, users were invited to share their best moves.
Uptake was phenomenal – with 8M views in less than 24-hours and 3.7BN views by campaign-close.
And with an average dwell time of 4.47min on Tik Tok, it was clear the nation were aching to get on their feet and get involved.
And with an average dwell time of 4.47min on Tik Tok, it was clear the nation were aching to get on their feet and get involved.
The public took to the digital dance floor for a chance to be in the TV spotlight during the show – with the final 14 eventually performing to an audience of 13.5M on the night.
FINAL 15” IDENT AT THE END OF THE LIVE SHOW.
The word was spread by the likes of Aston Merrygold, Niall James and Pandora Christie strutting their stuff, increasing traction and making #BRITsMOVER a trending hashtag.
And with a little help from The BRITs host, Jack Whitehall, one lucky winner was crowned Mastercard #BRITsMOVER of the Year – taking home a VIP experience to The BRITs 2022.
