MS

"Gr8ness"

Lionel Messi needs no introduction, but the context might: he had just won his 8th Ballon d'Or. And he's Mastercard's most important brand ambassador. 
In record time, a simple proactive idea to leverage a logo that no one else could leverage climbed every step in the corporate ladder (and over every visual ID guideline) to become the second social media post with the highest engagement in the history of the brand.