The Priceless Dance Off was an integrated campaign created to promote MasterCard’s sponsorship of the BRIT awards. The idea of the Priceless Dance Off was to capture the feeling that music gives people, pure joy. Each dancer had their own unique moves showing how music helps individuals express themselves.

Capitalizing on the equity of popular talent shows like the X Factor, we turned the Priceless Dance Off in to a talent contest, placing ads calling for Britain’s best dancers to come and audition for a place in the competition. Hundreds of people responded and went through a grueling process in order to be accepted for the final (with the finalists each appearing in their own ident).

The brief called primarily for a set of sponsorship idents to surround BRIT’s programming. However we decided to use the idents in a completely new way. Rather than simply book ends to the commercial break, we used them as a spring board for a massive Dance Off campaign, aiming to direct consumers to Pricelessdanceoff.com, where they could watch more the dancers and vote for the winner.

The audition process was filmed and a making of film created and hosted on our website, proving a hit in viral charts.

And in the end every dance off has to have a winner. To complete our campaign the winner of the public vote was presented with her prize at a party with family and friends, which was also filmed and seeded online.