I'm not a robot

Entry code: Z15005GD19Agency: Mosaic Media Agency, MoscowAdvertiser / client: Mastercard
Group: Z Social Good, Z15 Profit social good

Campaign idea

Majority of Russians think women are incapable of being effective leaders and men a can do it better. Mastercard decided to change the perception of female leadership in Russia. We natively changed the regular reCAPTCHA and put up photos of men and women instead of standard pictures. To pass the test one needed to pick executives. But people on photos were stock models. People were sure it was just another reCAPTCHA and, as a result, women were picked in only 24% of the cases. After finishing the test, the truth was revealed: «You’ve failed the test because of gender stereotypes»

  • Brand name: Mastercard
  • Advertiser / client: Mastercard
  • Product / service: Payment system
  • Campaign name: I'm not a robot
  • Agency network: INDEPENDENT AGENCY
  • Agency: Mosaic Media Agency, Moscow
  • Web address: http://humantest.me/en
  • Executive creative director: Igor Piskunov
  • Creative director: Vyacheslav Volkov
  • Art director: Sergey Yugov
  • Copywriter: Vyacheslav Volkov
  • Designer: Igor Gerasimov
  • Account director (agency): Ivan Baram
  • Client account director: Sergey Nikolaev
  • Additional company: Senior account manager - Diana Povolotskaya