SHOWCASE

SCAMMERS GOT TALENT

Entry code: 0804005GD26
Agency: McCann Bucharest
Advertiser / client: Mastercard
Group: Omni-Channel Drum, B. CONTENT, Native Advertising, Brand Integration, Sponsorships & Co-Promotions

Creative idea

Mastercard and its partners hijacked Romania’s Got Talent, a show watched predominantly by seniors, the most vulnerable to scams using advanced technology, with a performer having a special “talent”. Using AI, we cloned the voice of the show’s jurors and the impersonator brought the scam to life inside the show itself. The reveal transformed an abstract scam into something millions could instantly understand. The integration then introduced Real Life Passwords: a shared family memory used to verify that a loved one is really who they claim to be. We made the entertainment itself the fraud lesson.

Brand name: Mastercard
Advertiser / client: Mastercard
Product / service: Service
Campaign name: SCAMMERS GOT TALENT
Agency network: McCann
Agency: McCann Bucharest
Media agency: WPP Media
Production company: StudioSet
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
Screenwriter: Adrian Vancica
Agency producer: Cosmin Hritcu
Post production: Marcela Luta
Additional company: McCann: Gabriela Alexandrescu Ana-Maria Țigănuș Miruna Anton Costin Zisu Mastercard: Ioana Gorgăneanu Ada Iftodi Bogdan Puștea The Romanian Police: Raluca Seucan Laura Voicu Bogdan Ion DNSC: Mihai Rotariu Darius Tica Anca Isac Alexa Josephs ARB: Gabriela Folcuț - Executive Director Omnicom Content Experiences (OCX): Sabina Dallu Alexandru Tamazlicaru Robert Kertesz Liviu Marinescu StudioSet: Denis Rusanovski Dan Mateescu Alina David Daniela Soare Cristina Ciulacu Marcela Luta Bogdan Jugureanu Andrei Nechifor Aurel Parocescu Golin: Sabina Iancu Andreea Stanca Maria Pop WPP Media: Mihaela Stanescu Alina Sanda PRO TV: Dragos Crisan Vasile Alboiu

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