MasterCard - Normality


Campaign: Normality
Brand: MasterCard
Client: MasterCard
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Third Agency: Golin
Media Agency: Carat România


Background/objectives: Shift consumer behavior from cash to card by encouraging everyday card usage was the major objective of the campaign.

Strategy: Our campaign had as a background the Romanian presidential elections: a crucial moment for Romanians, when we clearly saw how people stood up for what they considered to be the good thing for Romania’s future: the normality. We saw an opportunity in a behavioral transformation at a country level. We aimed for a platform that gives the habit of card payment a social dimension. Our campaign portrayed the faces of normality.


Spot TV

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Spot Audio


Paying by card - Animated banner

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Paying by card - Animated branding

Paying by card - facebook post


Pay for groceries - Consumer magazine

Pay with card - Consumer magazine

Paying for gas - Newspaper


Pay for bike - OOH

Pay for gas - OOH backlit

Pay with card - OOH

Other advertising communications

Farmer’s market in Hala Traian - Social Experiment

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