MASTER OF THE BACKGROUND

Creative idea

INSIGHT Even the simplest things, like paying, can take us out of the moment when we travel. So the less we have to think about paying, the more we can focus on what truly matters: being there, experiencing more, and making the most of every moment. BIG IDEA MASTER OF BEING IN THE BACKGROUND. SO YOU CAN BE IN THE MOMENT. Mastercard is a master at not being the hero. It’s a true master of the background! Because the hero in the foreground is you—your journey, your moments, and everything you experience along the way. EXECUTION The brand literally appears in the background. We see people fully immersed in the experience—exploring the city, enjoying a concert, or eating local food. The Mastercard logo is present somewhere in the background: on a sign, a payment terminal, a sticker, or another natural element of the scene. You almost have to seek it out. The brand is visible, yet it never competes with the moment itself. BRAND CONNECTION We are flipping the typical role of a brand: Mastercard doesn’t want to be part of the memory of the payment itself. It wants to be the reason why nothing interrupts the memory! Because security and trust allow the payment to remain an imperceptible part of the journey—completely in the background. The less attention we give to payment, the more attention we can give to the world around us. The idea makes the brand’s role visible through its absence: Mastercard is there, but never gets in the way. TAKE OUT When payment fades into the background, the experience takes center stage.

Agency: Feeders Agency, Warsaw
Authors: Daria Biarezina; Oliwia Cygan