Priceless Diagrams
Creative idea
We wanted to illustrate Mastercard’s long-running ‘priceless’ platform in a bold, disruptive way. How? By transforming the brand’s iconic logo into a Venn diagram. Using this new visual language, the two familiar orbs represent distinct objects or experiences, and in the intersection, they come together to create something priceless. The stark art direction and short, insightful copy were perfect for outdoor formats – grabbing people’s attention in low dwell time and putting the brand front and centre. Instantly recognizable and intrinsically ownable, the OOH placements contextualized the messaging – like supermarket 6 sheets targeting foodies and airport digi screens aimed at travellers.
Brand name: Mastercard
Advertiser / client: Mastercard
Product / service: Mastercard Priceless
Campaign name: Priceless Diagrams
Agency network: MCCANN WORLDGROUP
Agency: McCann Worldgroup Italy
Media agency: Carat
Additional company: McCann XBC; McCann Demand; McCann London; McCann Worldgroup Paris; McCann Worldgroup Nordic; MRM McCann Spain; FP7// McCann Dubai; Mccann Worldgroup Romania; Big Group
Chief creative officer: Adrian Botan; Javier Campopiano; Catalin Dobre; Alessandro Sciortino
Executive creative director: Costin Bogdan; Luca Corteggiano; Jon Elsom
Creative director: Jeremy Little; James Poole-Hobbs; Antonio Diego Savalli; Zane Radcliffe; Olivia Spanu; Anne-Sophie Guerin; Clément Le Bars; Nina Kurn; Álvaro Ramos
Art director: Matteo Colavolpe; Mattia Bogani; Ivan Morra; Raffaele Caruso; Daphnée Ehrburger; David Pérez; Ana Almagro
Copywriter: Heidi Dixon; Alessandra Romani; Stefano Falcone; Ginevra Giovenali; Serena Mascia; Magnus Larsson; Sofía Muelas; Leticia Díaz
Designer: Bhanu Arbuaratna; Matt Van Leeuwen; Karl Cacchioli; Jason Fox; Danny Naldrett; Sean Dong; Tobias Vermehren
Account director (agency): Tom Vick; Claudia Jackson-Bailey; Anna Heracleous; Tom Oliver; Madison Milward; Kris Chay; Claudine Gueriaux; Leah Beky; Roberta Cutuli; Daniela Ferro; Caterina Eramo; Maria Trepcea; Aude Degoix; Markus Förberg; Lola París; Lucía Pereira
Client account director: Charlie Carrington; Natalie Gay; Raja Rajamannar; Beatrice Cornacchia; David Daniel; Luca Fiumarella; Marzia Pecce
Media director: Simon Mayfield; Kelly Hogan; James Bayani; Laila Casey-Walsh; Sarah Dahill; Liz Donnely; David Stålklinga; Maria Korduner
Strategic planner / strategist: Oriol Bombi; Jonathan Brown; Sheldon Tarpey
Senior planner: Sheldon Tarpey
Additional company: Dean Lovett; Stuart Casey; Sarah Arnold; Lily Nunn; Jessica Selby; Chris Falconer; June Hacker; Veronica Bertran; Mat Cunnell; Phoebe Tobin; Aoife Greenwood;
Carmen Bistrian; Maru Sokolowski; Alice Reindlova; Stephen Walters; Amel Khalifa; Leila Jilali; María Núñez; Veronica Colantuono; Federico Fanti; Paulo Tavora Engler Pinto; Jonathan Cruz; Ivan Bormaister; Kaue Akimoto; Murilo DePaula; Guilherme Silva; Wesley Jon; Arthur Melo
