SCAMMERS GOT TALENT
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
