I'm not a robot

Šifra: Z15005GD19Agencija: Mosaic Media Agency, MoscowNaročnik komunikacij: Mastercard
Skupina: Z Social Good, Z15 Profit social good

Ideja kampanje

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»

  • Ime znamke ali podznamke: Mastercard
  • Naročnik komunikacij: Mastercard
  • Izdelek / storitev: Payment system
  • Ime kampanje: I'm not a robot
  • Agencijska mreža: INDEPENDENT AGENCY
  • Agencija: Mosaic Media Agency, Moscow
  • Spletni naslov: http://humantest.me/en
  • Izvršni kreativni direktor: Igor Piskunov
  • Kreativni direktor: Vyacheslav Volkov
  • Umetniški direktor: Sergey Yugov
  • Tekstopisec: Vyacheslav Volkov
  • Oblikovalec: Igor Gerasimov
  • Direktor projektov: Ivan Baram
  • Direktor odnosov z naročniki: Sergey Nikolaev
  • Druge sodelujoče agencije oz. Partnerji: Senior account manager - Diana Povolotskaya