2017 Winners & Shortlists

The Campaign

In wallets and pockets the world over, an undiscovered fortune sits hidden in plain sight. Millions of Mastercards not used to their full potential. Filled with one-of-a-kind experiences and brimming with joy, leisure, delicacies, wonderand delight, just waiting to be discovered. We set out to tell the world exactly what their Mastercard was capable of and 'reveal' the benefits. With a single touch we revealed a world of travel benefits. We revealed lifestyle benefits at a moment's notice. Revealed to intrepid travelers how to get more from where they are going. Reveal to cuisine connoisseurs how to get in the know. And we revealed peace of mind, anytime it was needed. Thanks to our digital experience millions of Mastercard users could discover that their cards are packed with gems that they can truly treasure.

Creative Execution

The premium nature of Mastercard and its users dictated the design system that resulted in a site that was both intriguing and effortless to use. This meant that we employed a sleek look and feel that conveyed class around every corner, overlaying sophisticated typography over stunning cinemagraphs and bold photography beside unique graphic touches. The site was peppered with interactive elements that elevated the user experience, and enticed them to delve deeper and explore. In every detail, our work expressed the brand image and presented guests with beguiling rewards and benefits. We created one experience that unified each card's visual language into one seamless individual journey.

Indication of how successful the outcome was in the market

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The look and feel of each card website should be similar, driving top of wallet behavior from our consumers; at the same time, each card should promote its own identity and exclusive offers, beginning with World Elite and its Concierge solution. MasterCard have different cards for different customers – from the high net worth individuals, to the people who love travel. We had to tailor the sites to the individual personas, using a customer-centric approach to create content that really matters to cardholders. The website should also be simple enough so banks could, whenever necessary, just plug it within their own digital environment. A mix of premium assets and messaging flexibility was mandatory to the entire project.