Creativity

SZA, Radkey and All the Other Artists in MasterCard's Music Video Have Overcome Adversity

Pre-Grammys Film Is Part of New 'Start Something Priceless' Campaign

By Alexandra Jardine. Published on Jan 23, 2018

Editor's Pick

Just ahead of the Grammys, MasterCard focuses on musicians who have overcome adversity in a new effort taglined "Start Something Priceless," an extension of its long-running "Priceless" campaign.

"Start Something Priceless" will shine a light on how passions like music and sports can help people overcome personal challenges and confront bias to pursue their dreams and transform adversity into strength.

As part of it, the brand and agency McCann have created a music video featuring musicians who have triumphed over adversity to succeed. They include SZA, The Tracks, Radkey, Victoria Canal, William Prince, Noe Socha and Ruby Ibarra. Some have overcome a disability, such as Noe Socha who is blind, or Canal who is missing a hand, while others have overcome prejudice, such as Radkey who are a black rock group.

The wider campaign "Start Something Priceless" will encourage people to take a first step in pursuit of their chosen passion or purpose, and turn small moments into amazing memories. Following the Grammys, it will involve more of MasterCard's sponsored events including the BRIT Awards, UEFA Champions League, Rugby World Cup, Australian Open, Cannes Film Festival and the Arnold Palmer Invitational, as well as through its programs with The World Food Programme and Stand Up To Cancer.

To make it easier for people to donate to charity, as part of the campaign MasterCard has installed interactive donation billboards around Paris that allow passers-by to donate a week of school meals for one euro via contactless payments, simply by holding up their phone or card.

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Credits

Date
Jan 23, 2018
Chief Creative Officer:
Joyce King Thomas
Client:
MasterCard
Agency:
McCann
Managing Director:
Nicolas Guzman
Chief Production Officer:
Nathy Aviram
Business Affairs Director:
Danielle Korn
Executive Creative Director:
Pete Jones
Executive Creative Director:
Joel Rodriguez
Associate Creative Director:
Will Gardner
Associate Creative Director:
Joel Lundblad
SVP, Executive Producer:
Dave Herman
SVP, Dir. Talent Partnerships:
Kimberly Kress
SVP, Executive Music Producer:
Eric David Johnson
Music Producer:
Dan Gross
Business Manager Music:
Sam Belkin
Business Manager:
Ken Krausgill
SVP, Group Account Director:
Shaheen Salimi
VP, Account Director:
Jesse Lunenfeld
Account Supervisor:
Zach Chernes
Social Account Supervisor:
Rachael Fogel
Director of Campaign, TVC & Music Video:
Jake Nava
Director Documentary:
Natalie Johns
Executive Producer:
Liz Silver
Executive Producer:
Luke Thornton
Executive Producer:
Jannie McInnes
Producer TVC & Music Video:
Benedict Cooper
Producer Documentary:
Chris Lettley
Production Supervisor TVC & Music Video:
Mark Elliot
Production Supervisor Documentary:
Nick Stergiou
Director of Photography TVC & Music Video:
Mathieu Plainfossé
Director of Photography Documentary:
Adrien Bertolle
Editorial Company:
Cut + Run
Editor:
Gary Knight
Editor:
Adam Bazadona
Assistant Editor:
James Donahue
Senior Producer:
Marcia Wigley
Flame Company:
Jogger
Flame Artist:
Joseph Grosso
Flame Assistant:
Matt Dolven
Flame Producer:
Yoko Lytle
Mix Company:
Heard City
Mixer:
Keith Reynaud
Mixer:
Philip Loeb
Producer:
Jackie James
Producer:
Sasha Awn
Color Company:
CO3
Colorist:
Jaime O'Bradovich
Producer:
Kate Aspell

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