REAL LIFE PASSWORDS
Creative idea
Mastercard introduced Real Life Passwords, a new national anti-fraud protection system that turns shared memories into authentication. The creative idea shaped the entire media strategy: if setting the password had to become a national system, we had to bring it into the places where people could see it and adopt it. We demonstrated AI impersonation on Romania’s Got Talent, built the system info a full episode of a local blockbuster TV show, had influencers and their parents seed the ritual with their communities, and used Public Institutions to encourage nationwide adoption.
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
