I'm not a robot

Campaign idea

Majority of Russians think women are incapable of being effective leaders and men a can do it better. Mastercard decided to change the perception of female leadership in Russia. We natively changed the regular reCAPTCHA and put up photos of men and women instead of standard pictures. To pass the test one needed to pick executives. But people on photos were stock models. People were sure it was just another reCAPTCHA and, as a result, women were picked in only 24% of the cases. After finishing the test, the truth was revealed: «You’ve failed the test because of gender stereotypes»

Brand name: Mastercard
Advertiser / client: Mastercard
Product / service: Payment system
Campaign name: I'm not a robot
Agency network: INDEPENDENT AGENCY
Agency: Mosaic Media Agency, Moscow
Web address: http://humantest.me/en
Executive creative director: Igor Piskunov
Creative director: Vyacheslav Volkov
Art director: Sergey Yugov
Copywriter: Vyacheslav Volkov
Designer: Igor Gerasimov
Account director (agency): Ivan Baram
Client account director: Sergey Nikolaev
Additional company: Senior account manager - Diana Povolotskaya