Campaign: NormalityBrand: MasterCardClient: MasterCardSubmitted by: McCann Worldgroup RomâniaSecond Agency: MRM Worldwide RomâniaThird Agency: GolinMedia 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.