THE LAST THING YOU'D THINK ABOUT

Creative idea

THE LAST THING YOU’D THINK ABOUT The conventional way to communicate a payment brand is to show the payment moment. We did the exact opposite: we showed the moments when payment is the last thing you’d think about. Because there are moments when making a payment is simply the last thing on your mind. That’s exactly what we created in our ads: When you’re face-to-face with a polar bear, your priority isn’t making a payment. It’s figuring out what to do next. When you see a pair of glowing eyes in a dark cave, the last thing on your mind is how you’re going to pay. And when your girlfriend wants to go on a gondola ride, perhaps the real question is how you’re going to say no without disappointing her. Three completely different experiences, yet they share one thing: You have to pay somehow. But in that moment, payment is the last thing you’re thinking about. That’s the insight we used to communicate Mastercard’s seamless payment experience. Instead of showing people making a payment, we showed the moments when they have to pay but have much more important things to think about. With Mastercard, payment doesn’t have to get in the way of the experience. We’re not thinking about Mastercard while facing a polar bear. We’re not thinking about Mastercard while looking into the darkness of a cave. We’re not thinking about Mastercard while enjoying a gondola ride. And that’s exactly where the idea comes to life. We communicate Mastercard’s value not by making the payment moment bigger, but by making payment take up less space in our minds.

Agency: Concept Istanbul & Publicis Groupe Turkey
Authors: Kaan Mert Kıraç & Doğukan Türk