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.