SCAMMERS GOT TALENT

Creative idea

Mastercard turned the Romania’s Got Talent stage into an anti-fraud demonstration. An impersonator stepped on stage with an unexpected “talent”: AI voice cloning. In front of the judges and audience, he cloned juror Andra Măruță voice and used it to call her own mother asking for money. The reaction proved how convincing impersonation scams can be. The performance then revealed Real Life Passwords, a new national security system based on shared memories. Instead of explaining a thread through advertising, Mastercard and their partners made thousands experience it as it happened.

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