FREEDOM IS PRICELESS

Creative idea

The Venn diagram between countries with real freedom of movement and payment, and the countries where mastercard is freely accepted, is a perfect circle. Out of the more than 194 countries on the planet, there's only a small handful where mastercard can't be used as a proper form of payment. And they just so happen to also be countries where freedom of travel and commerce is seriously restricted. To highlight the intrinsic link between the basic human right to travel and mastercard's priceless commitment to human freedom and self-expression, we banked on this simple truth to showcase how the brand's One Tap payment system allows you to travel freely everywhere that travel's free. We chose the minimalistic visual metaphor of a paper plane made out of the currencies of un-free countries to emphasize the idea of being stuck in place when deprived of your right to travel and use your money freely. The sign-off, Freedom is priceless, drive the point home: travel is a fundamental part of the modern human experience. To experience the world is to live life to the fullest - a point that everyone in our target demographic knows and understands well. Whether it be a matter of simply popping over to Amsterdam for a weekend of techno or spending months in the distant jungles of South America, travel is one of the main ways that young people today rediscover their own freedom. The entire visual is geared towards being universally legible in every market - even the few ones that mastercard is barred from servicing due to governments imposing limits on the company's activities. It's an idea that positions mastercard squarely in the territory of a fundamental right that truly is priceless: freedom.

Agency: NOBLE, Sofia and ALL CHANNELS GROUP, Sofia
Authors: Vladimir Nikolov, Mira Naydenova