Most credit card brands treat the partially sighted community like an afterthought. Instead, we reinvented payment cards – and advertising media – to empower this global community of 2.2 billion.

Introducing the Mastercard Touch Card: the first-ever payment card system designed to be identified with a touch.

RESULTS: Touch Card is now available to over 1.1 billion people in 32 countries. Winner of several awards at Cannes, One Show, Clios and D&AD.

We launched the Touch Card campaign with a film that flipped the script by putting audio translation at the center of the story.

Along with the advertising, we reinvented the entire card holder journey. From audio-enabled social and touch-and-audio-enabled mailers to in-store tactile guides to help partially sighted cardholders locate the payment terminal.

Our radio spot used cutting edge recording technology to paint an immersive picture for our low vision audience.

It took a community to make Touch Card what it is.

We collaborated with The Royal National Institute of Blind People, VISIONS and accessible design leader, IDEMIA to develop product and advertising solutions that were intuitive for the partially sighted community.

Partially sighted actresses / influencers Bree Klauser and Marilee Talkington helped spread the word on podcasts, events and social.

rallying the sza fan community

with an organically trending media moment

Mastercard wanted to rally Gen Z to help plant 100 million trees. Problem was Gen Z was no longer listening to climate change talk.

So, we gave them something they wanted to hear – and put the planet center stage at music’s biggest night.

Millions enjoyed the 3-minute music video that aired during the commercial break, and clamored to reply with a tree emoji for a chance to win seeds from SZA’s outfit.

results:grammys son brand leader. 116.9 million views in one week. Trending organically on X. 6X engagement of other Grammys campaigns. Most importantly, the campaign drove people to help plant over 1 million trees.

Watch the full 3-minute televised music video.

Behind the scenes and unboxing content drove anticipation around our coveted giveaway.

The box was made from 100% recycled materials and contained seeds, instructions, a clay pot and signed photo.

And let’s not forget this masterpiece of a tweet.

lifting up the youth climbing community

by turning walls into opportunities around the world

North Face was looking to create a global climbing initiative that could rally youth around a shared sense of purpose.

With more division than ever in the country – and a lot of talk about building walls – we did the opposite. We turned walls around the world into gathering points for youth.

Every year, on Global Climbing Day, the brand donates $1 for every person who climbs at one of the more than 150 participating gyms. In its first year, the program garnered 20,000 participants and 80 million impressions globally.

The initiative launched on Global Climbing Day around the globe – US, China, Europe, Canada and Mexico.

Starting with a climbable billboard in NYC featuring Alex Honnold and a live streamed event in Chicago featuring a host of climbers, influencers and artists.

The initiative launched on Global Climbing Day around the globe – US, China, Europe, Canada and Mexico.

Starting with a climbable billboard in NYC featuring Alex Honnold and a live streamed event in Chicago featuring a host of climbers, influencers and artists.

The platform set the stage for inspiring stories from all around the world about the personal walls people overcame through climbing.

aiding the ukrainian community

The Russian invasion has displaced 1.55 million refugees in neighboring Poland. With 10% of new businesses opened by Ukrainians, refugees were increasingly seen as competition.

But where many Poles saw rivalry, Mastercard data revealed a different story. Look closer, and you’ll see that some businesses are complimentary to each other – and help each other thrive.

Room For Everyone is the fist platform that uses the power of data to match complimentary Polish and Ukrainian businesses.

RESULTS: 40% of new Ukrainian business owners used Room For Everyone. 10% lift in positive sentiment towards Ukrainians. Cannes Grand Prix winner.

by using data to help millions to safety

scoring big with the futbol community

by making it about more than futbol

2022

In 2022, the world was changing. We were changing.

And Messi was no exception, as he announced his historic move from Barcelona to Paris PSG through a vale of tears. So we told a story ever fan could relate to: Messi’s childhood journey from his Argentina to join his first club in Barcelona.

But first, we had to build a custom AI tool to bring young Messi back.

RESULTS: The content earned 166 million views, 971 million impressions and 3.6 million engagements.

Working with acclaimed effects house, The Mill, we built an AI tool that turned found footage of young Messi into a living, breathing boy.

2024

This year was different. With Messi in Miami – and the Copa America here in the US – it was time to celebrate the Hispanic community. Starting with Hispanic small business owners.

And the quality that Messi and every Hispanic small business owner have in common: generosity.

The only problem is, small business owner ever lets Messi pay.

RESULTS: Over 54 million plays, 16 million replays and 6,080 comments.

We didn’t just talk about generosity – we walked the walk. In a LIVE televised stunt that gave two small business owners the surprise of a lifetime.

We subbed in for two restaurant owners and ran their restaurant for a day – so they could go see their home country play.

The subs? Ted Lasso star, Cristo Fernandez, and Mexican soccer legend, Hector Herrera.

RESULTS: 60+ stories on Us Hispanic media. $2.4 million in earned value. 5X higher than average engagement on social.

Our TV spot transitioned seamlessly into the LIVE Univision broadcast.

We owned the moment with pre and post game social content and LIVE TV and social integration.

Including special mascot jerseys that honored their parents’ small businesses on a LIVE national stage.

converting a loyal apple community

by proving what the samsung galaxy could do

Then we proved what Samsung could do. With a stunt that took Samsung phones all the way across the country on a single charge, snapping pics of the adventure as we went. Luckily, we made it.

Taking a step further, we put the new Galaxy phone in peoples’ hands – right from their computers.

iPhones were notorious for running out of charge. And when they did, inevitably, you’d be in some inconvenient place. Like the airport.

So we exploited pain points by turning wall sockets into billboards – where the charge-less would often gather.

Then we showcased the power of the entire Galaxy of products by telling a charming holiday tale in an innovative way.

Finally, we put Samsung at the center of culture with ANTIdiaRy. An episodic, multi-platform journey that takes fans deep into the psyche of a cultural icon and revolutionary artist. At the center of the experience was a mobile virtual reality site that let fans explore Rihanna's world. The story unfolded across TV, mobile, OOH, social, and physical "Sleep No More" events, with new clues, characters and mysteries at every turn.

educating the gamer community

by putting history back on the map

On Holocaust Remembrance Day, teenagers keep doing what they usually do: gaming.

So we brought stories of the Holocaust to them – in a way they could engage with and never forget.

RESULTS: Awarded at all major shows, including Cannes Gold.

embracing a diverse shopper community

by making purchases personal

No matter who you are, Target has what you need to celebrate who you and your family are.

Set to an original Sam Smith cover of Donna Summer’s “I Feel Love,” a holiday anthem let every shopper know they belonged at Target.

RESULTS: Higher favorability than Walmart for the first time ever, and record-breaking traffic to target.com. Track went #1 on Billboard Dance and UK charts.

Our music video launched the single online for Sam Smith’s 14.5 million followers to enjoy.

We exceeded our goal of resonating with Black and Hispanic audiences, who preferred Target to Walmart for the first time. Forbes announced that we had earned a perfect A+ score on the Racial and Gender Scoreboard, while Walmart failed. The campaign success helped convince Target to make a $2 billion investment in minority-owned entrepreneurs, suppliers and partners — and continue to add to the nearly 100 minority-owned brands currently on their shelves.

You’ll get a sense of the depth and breadth of the Target account in this highlight reel.

In developing the brand work, we struck on an insight common among Target shoppers, often called the Target Effect: that thing that happens when you discover so much more than you came for. Things that are invaluable.

It’s moments like these that cause you to realize: it’s not what you come in for. It’s what you take with you.

SEE BRAND EVOLUTION

winning over the basketball community

by rewarding the baddest

A global campaign to recruit ballers around the world for the World's Baddest Pickup Game.

The event featured pro players as coaches and gave 16 young athletes an international stage at the World Basketball Festival in Barcelona. Answering Nike's opening video call, fans submitted videos of themselves on the court through social to win a spot. The best ones earned nicknames and custom-illustrated player cards on a global draftboard.

elevating the discount shopping community

by creating a unique brand experience they use every day

We gathered 6 emerging chefs from around the United States to develop 24 original recipes, all inspired by the 2013 Uniqlo Lifewear Fall/Winter collection. Everyday ingredients and common cooking techniques were considered to create colorful, healthy, delicious dishes.

The app combines beautiful food photography with step-by-step instructions to create each dish. A visual cooking timer highlights the colors and textures of each dish and outfit, and combined with original music using cooking sounds.

Check out more info on the Uniqlo Recipe site and download the free iPhone or iPad app.

RESULTS: What do you get when you combine, food, fashion, and music together in an app with the UNIQLO brand? Over 1 million downloads. Uniqlo Recipe has been voted by Apple as one of the best apps of 2013. Cannes Gold winner.

standing up for all school communities

by bringing the gun fight to capitol hill

3 years after one of the deadliest school shootings in U.S. history, all Americans heard from Congress were “thoughts and prayers.”

So we brought the fight to Capitol Hill.

RESULTS: MFOL mentions up 1401%. MFOL founder and Parkland survivor David Hogg was invited to the White House. One month later, President Biden banned the sale of unserialized guns – the most decisive action on gun reform in years.

It took a crew of volunteers and agency folks all night to install the 1,100 body bags in the rain. But when the sun came up, we knew we’d gotten the message out in a very big way.

sticking to the gum-chewing community

with ridiculously long lasting engagement

Someone spent 67 minutes playing with this banner ad. The longest of all time.

Then we set 100 ridiculously long lasting records in 100 days.

work millions flock to

empowering the low vision community