How we gave music fans an exclusive look at the Brits 2022

Business Strategy – Creative Strategy – TV & DRTV – Digital – Press & Outdoor – Radio – Branding – Experiential – Performance – Product – Cultural Activation


The Problem

The Brits is the biggest night of the year for British music.

The issue? Fans only get to see the end result at the Brits, rather than witnessing the process and journey that occurs in reaching that moment.

The task? To showcase how YouTube Shorts brings fans closer to the action.

The Or

Introducing Brits Unseen.

We took fans behind the scenes exclusively on YouTube Shorts, giving them an unfiltered look at the entire Brits journey.

With help from emerging musicians and the next generation of YouTube creators, fans were given access to every moment of the event. From outfit planning to walking the red carpet, as well as after parties and the morning after.

What Happened Next

The unfiltered look at the biggest night in music went down a treat with fans. The campaign clocked up over 204M impressions across social. Creator content racked up 45M impressions and 10M views.