The Missing Piece

Creative idea

the Core Insight Mastercard came to us with an established human truth: The best travel experiences don't happen when everything is planned, but when nothing gets in the way. We wanted to go beyond wanderlust. The specifics, the individual reasons people travel for - a reunion, a longed-for view, to make a loved one happy. That's where our insight lies: traveling is fulfilling not only because of the destination, but because of the meaning we give it. the Creative Idea We used a puzzle-like grid that visually assembles the audience's point of view. The missing piece of the puzzle intentionally hides a crucial part of a smile, a loving look, or a desired view, while delivering our message. The missing piece is the simple tap, a familiar shape, an everyday gesture that ties the whole concept together. Why it fits Mastercard? The puzzle turns Mastercard's three pillars - Trust, Innovation and Integrity - into essential pieces of the experience. Trust makes every connection secure and reliable. Innovation lives in the unexpected format and card-shaped pieces. Integrity is reflected in the idea that every piece has a purpose and is needed to complete the picture. The missing piece brings them together. Its blank space invites curiosity, while the tagline and statement reveal what is missing. Mastercard becomes the piece whose absence makes the travel experience incomplete. How it could scale across the world? Very easily. The person you want to meet, the concert you want to attend or the destination you long to visit could be anywhere in the world, and there isn't a single place Mastercard can't help you reach.

Agency: Next DC & ProDesign, Sofia
Authors: Teodor Lorisov, Zlatina Valova