The BRITs was virtual in 2021 due to COVID. As the lead sponsor, Mastercard, had to find a way to get the nation in-sync with the live show in arena.

Cue Mastercards first ever appearance on TikTok, and a dance challenge with Diversity dance troupe lead, Ashley Banjo. He showed you the moves that could get you dancing fame in our adverts as well as being crowned #BRITsMOVER of the Year. At home the nation went wild and strutted their stuff to the apt track ‘Freedom! ‘90’ by George Michael in celebration online. with one winner also receiving a trophy of their own.

My role: Concept Development & Creative Direction | Creative team: Lily Peters & Johanna de Mornay Davies | Design: Karl Cacchioli | Agency: McCann UK

The TikTok challenge promo and dance routine:

The ads we made from the best entrants:

Two finalists got to duet with Ashley before the lovely Jack Whitehall (BRIT presenter) crowned our winner: