Football Fever…Priceless.
The Football World Cup does a funny thing to ordinary folk. It rapidly spreads excitement and patriotism, infects the minds of ardent sport avoiders and creates delirium in living rooms from Lisbon to Land’s End. In short, football fever takes hold. We honed in on this truth and popular buzz-phrase, basing the much sought after Mastercard world cup TV spot around it. Going against the grain of the standard ‘Priceless’ format which highlights multiple purchases, we focused purely on the football fans emotions and cut straight to the priceless message. Shot for a worldwide audience and backed by the iconic ‘fever’ song, it was diverse and impactful. So impactful it won an Effie effectiveness award.
To support the campaign back home, we called for St. George’s Day to be moved to July 9th – world cup final day – if England got through. Our ad was placed pride of place at Centrepoint, London’s largest poster site at the beginning of Tottenham Court Road, for all to see.
To tie in with the ‘fever’ theme, we also created an unofficial ‘viral’ ad for YouTube, featuring a love-in between Sven Goran Erickson and David Beckham.
MAESTRO - The new cash
Another element of the MasterCard brand I have worked on is Maestro – the debit card side of the business. I was challenged with creating a copy focused campaign that would target commuters passing through London’s busiest stations. Positioning Maestro as ‘The New Cash’ I created a copy campaign announcing the death of cash and highlighting all its downfalls.
As well as station 48 sheet posters, ticket barrier media and floorspace media, we also took over all the escalator panels at several London stations to show our ‘Evolution of Cash’. As commuters journeyed along the escalator, they enjoyed a funny visual story of how methods of payment have changed over the years, until they end up at the present day with nothing more than a Maestro logo.
