REAL LIFE PASSWORDS

Creative idea

AI voice cloning allows scammers to manipulate people into transferring money to someone they believe is a loved one. While transactions are protected, humans are not. Mastercard introduced Real Life Passwords, a national anti-fraud protection system available to everyone. Instead of turning to more technology, we turned to humanity: the one thing scammers cannot hack. Families set an unforgettable shared memory as a password to authenticate each other,. Then, with the support of banks, public institutions, entertainment and influencers, we turned setting a Real life Password into a family ritual anyone could adopt.

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