REAL LIFE PASSWORDS

Creative idea

In the age of advanced technology scams Real Life Passwords is an evolution of the classic card PIN security system, one that puts humanity at the center. It started with every new card. Alongside the PIN, bank letters introduced the new security system: a Real Life Password. Cardholders were instructed to set an unforgettable shared memory as a password with their loved ones, turning authentication into a family ritual. The behavior was reinforced through influencers, Public Service Announcements and public institutions. Instead of warning people about fraud, we gave them a simple action they could immediately put into practice.

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
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