REAL LIFE PASSWORDS

Creative idea

Beyond the PIN code, Mastercard introduced Real Life Passwords, a new national anti-fraud protection system backed by the Romanian Police, the National Directorate for Cybersecurity and the Romanian Association of Banks. It starts with the letter you receive from the bank: next to setting your PIN code, you are instructed to set a Real Life Password with your loved ones. To turn it into a national protection system, we built a nationwide rollout across Romania’s biggest-reach channels: Romania’s Got Talent, a local blockbuster TV series, public service announcements, influencers, pharmacies and public institutions.

Brand name: Mastercard
Advertiser / client: Mastercard
Product / service: Service
Campaign name: REAL LIFE PASSWORDS
Agency network: McCann
Agency: McCann Bucharest
Media agency: WPP Media
Production company: StudioSet
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Agency chief executive officer: Cătălin Dobre
Chief creative officer: Cătălin Dobre
Executive creative director: Costin Bogdan
Creative director: Karla Georgescu & Olivia Spânu
Art director: Maria Ivan
Copywriter: Ionuț Taloș
Designer: Bogdan Strete
Account director (agency): Maria Trepcea
Client account director: Diana Tanase Head of Marketing România and Croația - Mastercard Romania
Media director: Mihaela Stanescu
Managing director: Ionela Buta
Strategic planner / strategist: Stefan Chiritescu
Senior planner: Anne-Rose Schepp
Pr director: Alexandra Chivu
Film production: StudioSet
Director: Ionuț Cojocaru
Music: Mastercard owned music
Agency producer: Cosmin Hritcu
Post production: Sabina Dallu
Additional company: McCann: Gabriela Alexandrescu - Business Director Ana-Maria Țigănuș - Senior Account Manager Miruna Anton - Art Director Costin Zisu - Copywriter Mastercard România: Ioana Gorgăneanu - Vice President Marketing Ada Iftodi - Consumer Marketing Director Bogdan Puștea - Product Marketing Manager Poliția Română: Raluca Seucan Laura Voicu Bogdan Ion DNSC: Mihai Rotariu Darius Tica Anca Isac Alexa Josephs ARB: Gabriela Folcuț Omnicom Content Experiences (OCX): Alexandru Tamazlicaru Robert Kertesz Liviu Marinescu Golin: Sabina Iancu Andreea Stanca Maria Pop WPP Media: Mihaela Stanescu Alina Sanda