HERE TO STAY

Creative idea

Migrants are often portrayed through what they lack: local experience, recognised credentials or the ability to integrate. Here to Stay challenged this narrative by revealing the professional skills they already possess. While Slovakia lacked around 105,000 workers, 40% of migrants worked below their qualifications. Mastercard created wherenext.sk, combining its aggregated data analysis with IOM’s expertise and real-time labour data from Profesia.sk. Starting with a user’s qualifications, its AI assistant identifies verified opportunities, supports diploma validation, estimates salaries and living costs, and recommends skills to develop—giving migrants the tools to reclaim their professions and redefine how society sees them.

Brand name: Mastercard
Advertiser / client: Mastercard
Product / service: WHERENEXT.SK
Campaign name: HERE TO STAY
Agency network: McCann
Agency: MCCANN POLAND, WARSAW
Media agency: WPP Media
Additional company: MCCANN PRAGUE
Web address: https://wherenext.sk
Agency chief executive officer: Wojciech Borowski
Executive creative director: Bartek Klimaszewski, Costin Bogdan
Creative director: Bartosz Jeglejewski
Art director: Barbara Olech, Paweł Cholewa, Michal Kotulek
Copywriter: Ignacy Kotkowski, Kamil Kuć, Jan Ridl
Designer: Mateusz Mojzych, Kamil Rekosz
Account director (agency): Małgorzata Tereszczenko, Monika Semerádová, Paula Poturalska
Client account director: Jerzy Hołub, Małgorzata Szczerbińska, Anna Marciniak
Media director: Urszula Kurek
Strategic planner / strategist: Oriol Bombi, Aleš Vyhlídal
Senior planner: Maria Gajkowska
Pr director: Tomáš Jelen, David Pavlát
Photographer: Tomáš Vrana, Samuel Stárek
Agency producer: Roxana Pfeffermannová
Post production: Jakub Křen
Digital production: Igor Pašek
Additional company: Ondrej Rapčan, Iveta Čermáková, Karolina Młynek, Konrad Kujszczyk, Aneta Bebelska, Agnieszka Wawrynek, Tomasz Nowak, Catalin Dobre, Danilo Boer, Martin Sadloň, Valon Halimi, Anton Khúla, Patrícia Valachovičová, Veronika Deckerová, Alice Reindlová, John Bledeen, Magda Kłos, Nina Khalikava, Anna Kondraciuk, Damian Szojda, Agnieszka Le Hong, Rafał Jastrzębski