REAL LIFE PASSWORDS

Creative idea

Mastercard introduced Real Life Passwords, a new national anti-fraud protection system that turns shared memories into authentication. We activated it across the platforms Romanians use every day. It started with every new card, where alongside the PIN, people were instructed to set a Real Life Password. Romania’s biggest TV shows demonstrated the threat and the solution, influencers seeded the ritual across their communities, and Public Service Announcements encouraged nationwide adoption. Across banking, television, social media and public communication, every platform amplified the same simple protective behavior: set a Real Life Password with your loved ones.

Brand name: Mastercard
Advertiser / client: Mastercard
Product / service: Service
Campaign name: REAL LIFE PASSWORDS
Agency network: McCann
Agency: McCann Bucharest
Media agency: WPP Media
Production company: StudioSet
Agency chief executive officer: Cătălin Dobre
Chief creative officer: Cătălin Dobre
Executive creative director: Costin Bogdan
Creative director: Karla Georgescu & Olivia Spânu
Art director: Maria Ivan
Copywriter: Ionuț Taloș
Designer: Bogdan Strete
Account director (agency): Maria Trepcea
Client account director: Diana Tanase Head of Marketing România and Croația - Mastercard Romania
Media director: Mihaela Stanescu
Managing director: Ionela Buta
Strategic planner / strategist: Stefan Chiritescu
Senior planner: Anne-Rose Schepp
Pr director: Alexandra Chivu
Film production: StudioSet
Director: Ionuț Cojocaru
Music: Mastercard owned music
Agency producer: Cosmin Hritcu
Post production: Sabina Dallu
Additional company: McCann: Gabriela Alexandrescu - Business Director Ana-Maria Țigănuș - Senior Account Manager Miruna Anton - Art Director Costin Zisu - Copywriter Mastercard România: Ioana Gorgăneanu - Vice President Marketing Ada Iftodi - Consumer Marketing Director Bogdan Puștea - Product Marketing Manager Poliția Română: Raluca Seucan Laura Voicu Bogdan Ion DNSC: Mihai Rotariu Darius Tica Anca Isac Alexa Josephs ARB: Gabriela Folcuț Omnicom Content Experiences (OCX): Alexandru Tamazlicaru Robert Kertesz Liviu Marinescu Golin: Sabina Iancu Andreea Stanca Maria Pop WPP Media: Mihaela Stanescu Alina Sanda