The Work
In a market where every credit card is fighting for the same wallet, top-of-mind is everything. Mastercard had one of the most powerful advertising platforms in the category — Priceless — but what if we extended it to how it lives in the world? The question wasn’t how to promote it. It was how to make people feel it.
New Year’s Eve is the one night a year when the entire world is thinking about the same thing at the same time. We built the campaign around that. Asked the world what Priceless meant to them. Thousands of photos came back — real people, real moments, real meaning. The best of them went up in Times Square on New Year’s Eve, turning a brand tenet into something people could literally see themselves in. Twelve days from brief to execution. No safety net.
665 million social interactions. 2 million shares. $225 million in year-over-year revenue lift for Q4. Two Silver Midas Awards. When a brand stops explaining its value and starts creating the conditions for people to feel it, the numbers follow. They always do.
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