PRICELESS AT ANY COST

Creative idea

18-35s' main reason for traveling is cultural - they want to stay tapped into everything happening in the world of sports, music, and art, even if it's a few (tens of) borders away. Even if it means sitting in the middle seat on the second to last row on an overcrowded low-cost plane because all the other flights were booked weeks ago. Even if it means watching Kanye West's first European tour in ages from the back of the arena through a bona fide forest of hands holding phones. Even if it means being in the stadium for the biggest match of the year... but still watching the game through the jumbotron because the pitch is too far away. That's how you know an event is truly priceless. When you're ready to endure grueling flights and subpar views just to be there. To be tapped into the energy and be able to experience it all first-hand. For the visual execution, we opted for a series of seat plan maps that highlight the least sought after seats. The seats that only people who are REALLY committed to being there in the moment would even contemplate. We signed it off in a classic, 90s mastercard way, listing off all the prices and inconveniences, before topping it off with the thing that truly makes the experience worth it - and priceless. Our choice of events reflected the main reasons that Gen Z's across multiple cultures highlight for traveling: students traveling back home, young people chasing their favorite artists across countries and continents, and large sporting or cultural events that happen once in a blue moon. That's how we positioned mastercard as the brand that connects young people with priceless experiences.

Agency: ALL CHANNELS GROUP, Sofia; NOBLE, Sofia
Authors: Mira Naydenova, Vladimir Nikolov