REAL LIFE PASSWORDS
Creative idea
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. Instead of simply raising awareness about scams, we gave people a new family ritual: setting an unforgettable shared memory as a password with their loved ones. To turn the ritual into a national protection system, banks introduced it with new cards, public institutions endorsed and explained it, Public Service Announcements encouraged adoption, influencers started family conversations, and Romania’s biggest entertainment shows brought the system into popular culture.
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
