Mastercard

"Gr8ness"

Lionel Messi needs no introduction, but the context might: Mastercard's brand ambassador had just won his 8th Ballon d'Or. So, in record time, a simple proactive idea to leverage a logo that no one else could leverage climbed every step up 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.

8th Ballon D'Or - Mastercard

00:12

8th Ballon D'Or - MC Social

00:13

Bring in the Subs (Clio Sports Silver Winner)

Mastercard has always been passionate about people's passions. And one of the main ones is soccer. But there are ardent fans who never get to be there for their teams because they are there for their communities instead.
Copa America was the perfect opportunity to give back some of that support, and be there for those who have always been there for us.

Case Study - Bring in the subs

01:56

Bring in the Subs - Mastercard

01:01

Latin Grammy 2025

The amount of people who left their home countries in Latam and the Caribbean in recent years is staggering. 8 out of 10 are estimated to send money from abroad. Knowing these aren't just numbers, Mastercard set out to support them and honor their journey, while offering secure and fast remittances to help these families stay connected and grow.

With the help of international star Laura Pausini and a promising emerging artist, Yami Safdie, we reimagined a classic love song to speak of the love and sacrifice of those whom life has separated, but never drifted apart.

And sought out the loudest platform for all Latinos to hear it. The following music video launched at the gala, while priceless.com hosted exclusive interviews, BTS and a lot more from "That and more" ("Eso y Más").

TNT HOST MUSIC VIDEO LAUNCH

03:12

Q&A Yami Safdie

00:39

Q&A Laura Pausini

00:50

priceless.com

00:17

"Pa que volviste" (Latin Grammy 2024)

A new strategic approach focusing on the target.

A target that's obsessed with music, prone to do everything together (from shopping to gaming to posting...).
A creative approach guided by togetherness.
And an execution where a music festival would bring together fans of rock, metal, reggaeton, classical music just this ONE TIME and for the first time ever...

well, that didn't happen. But we did get to bring two major artists together in partnership with Warner Music, integrate Mastercard's passion points in their new music video, premiere it as part of TNT's broadcast of the Latin Grammys while allowing people to download the song first via pass to priceless, and create a pop up slash take over slash reveal at the gala itself.