Foreigner by flag, citizen by tap

Creative idea

Core Insight: When you travel to a different country, you don’t want to feel like a foreigner. You want to blend in as much as possible. Yet, no matter how much you research beforehand and try to pass as a local (by speaking the language, avoiding all the tourist spots, following the local customs, asking the locals for recommendations etc.) something will always give you away as a tourist. Creative Concept: There is one thing that will never blow your imaginary cover. Your Mastercard. It’s not just accepted everywhere in the world, but the ease of paying with just one tap makes it feel familiar in any setting. Introducing: “Foreigner by flag, citizen by tap”, a campaign that illustrates the confidence of exploring different cultures, brought by the seamlessness of paying abroad with Mastercard, by integrating the card itself into country flags. Mastercard’s Role: By offering a form of payment and a gesture accepted everywhere in the world, Mastercard extends the feeling of acceptance to every one of its users, making them confident enough to move and experience freely within and across borders. Why It Works: Every country has its own representative elements: flags, colors, symbols, patterns, emblems etc. that a card chip can be integrated into so seamlessly that you may need to do a double take, just like the locals in the country you’re visiting might if they’re suspecting you’re a tourist. It’s a simple visual concept that will inevitably make you think “OHHH, I GET IT” when you finally get it. And making this a 3-part series shows that this isn't just a one-off visual trick, but a language that translates across the entire map. It lets us prove that no matter how far you go, you can instantly find your place there with Mastercard.

Agency: Wopa Communication, Bucharest
Authors: Iulia Enache, Irene Sandu