Behind The Campaign :: BRIT Awards 2022
Behind The Campaign :: BRIT Awards 2022
The 2021 BRIT Awards were a somewhat reduced affair due to Covid restrictions on the number of people who could attend and the travel limitations on performers. In sharp contrast, the 2022 awards (on 8th February) saw it return to full capacity at the O2 in London. Luke Ferrar, innovation director at Polydor, and Giuseppe De Cristofano, director of digital at the BPI, explain how they pulled together all the digital activations for this year’s awards, with a heavy focus on firsts (TikTok voting, NFTs, a Roblox performance by PinkPantheress), where whole new audiences were targeted and why the emphasis was on multi-platform partnerships to extend the event’s reach as widely as possible.
- 1Returning after a reduced live show in 2021 with new categories and new ways for fans to engage
- 2Targeting new audiences
- 3Joining up the digital and TV creative
- 4Giving all nominees a BRITs B sculpture
- 5YouTube partnerships
- 6Placing TikTok centrally
- 7Vevo and connected TV as the next frontier
- 8Bringing in non-music partners – LadBible, Depop and Love Of Huns
- 9Creating NFTs with Serenade
- 10Entering Roblox
- 11How it was different this year

Luke Ferrar, innovation director at Polydor, and Giuseppe De Cristofano, director of digital at the BPI, explain how they pulled together all the digital activations for this year’s awards.