Signs of inclusion
Creative idea
Slovenian Sign Language (SSL) lacked thousands of everyday terms, especially in finance. Mastercard’s ‘Signs of Inclusion’ went beyond traditional advertising by transforming communication into a systematic tool for building language itself. Through the crowdfunding platform prispevajkretnjo.si the public became a cocreator of the campaig—co-funding the development of new signs, turning language growth into a public act. Role-reversal experiences like the Silent Quiz and Silent Café challenged hearing audiences to feel barriers first-hand. This creative breakthrough shifted the role of advertising from storytelling to infrastructure-building solution, proving that a brand can drive systemic change and redefine how inclusion is communicated.
Brand name: Mastercard Europe
Advertiser / client: Mastercard Slovenia
Product / service: An initiative dedicated to enrich Slovenian Sign Language through online crowdsourcing platform prispevajkretnjo.si.
Campaign name: Signs of inclusion
Agency network: INDEPENDENT AGENCY
Agency: POVEM, Ljubljana
Media agency: Media Publikum
Digital agency: Media Publikum d.o.o.
Additional company: Association of Deaf and Hard of Hearing Societies of Slovenia, CNJ d.o.o., DEADLINE d.o.o., Mediana d.o.o., Media Publikum d.o.o.
Production company: DEADLINE d.o.o.
Web address: https://prispevajkretnjo.si/
Agency chief executive officer: Vanja Kmet Žižmond
Creative director: Matej Kodrič
Art director: Lara Zupančič
Copywriter: Matej Kodrič, Marko Senegačnik, Iva Meršnik
Designer: Lara Zupančič, Aleš Salokar
Account director (agency): Romana Miklavž
Client account director: Aleš Petejan
Media director: Denisa Huber
Managing director: Vanja Kmet Žižmond
Strategic planner / strategist: Vanja Kmet Žižmond, Romana Miklavž, Dunja Budair Prelog
Senior planner: Iva Meršnik, Tina Vesiak Bevc
Pr director: Vanja Kmet Žižmond, Romana Miklavž
Photographer: Primož Bregar, Tomaž Kos
Director: Matej Kodrič
Music: Mastercard
Agency producer: Primož Bregar, Rok Lukšič for Social Experiment
Digital production: Iva Meršnik, Karin Komar, Primož Bregar, Janez Stanovnik
Digital strategist: Boštjan Radin, Leon Heberle
Digital creative: Lara Zupančič, Aleš Salokar
Event production: Romana Miklavž, Iva Meršnik
Additional company: Association of Deaf and Hard of Hearing Societies of Slovenia (Matjaž Juhart, Karin Brumen, Valerija Škof, Aleksandra Rijavec, Maja Vilar, Nikolaj Vogel, and other members); CNJ d.o.o. (Mak Kordić, Doris Kordić, Jaka Certanc) - web development of prispevajkretnjo.si; for the Social Experiment: Maja Šavc (scenography); XO Studio d.o.o. (Alen Damjanovič); Peakprint d.o.o.; Fini oglasi d.o.o.
