Move contactless. Experience contactful.
Creative idea
The core insight: The best travel experiences are the opposite of contactless. They are physical, messy, spontaneous and full of contact. We travel to squeeze into crowded streets, get soaked by the sea, lose ourselves in festival crowds, taste unfamiliar food and get closer to people, places and cultures. Payment is one of the few parts of travel that truly is contactless. The experiences we travel for are anything but. The creative concept: We turn Mastercard’s functional benefit into its emotional opposite. Contactless payment enables a more contactful experience. Because Mastercard keeps the transactional part of travel seamless and secure, travellers can experience everything else in full. Contactful means getting close to the world, physically and emotionally. A poster series of exaggerated, sensory imagery captures travellers getting far too intimate with their destinations. Raw, close photography turns that intimacy into a visual expression of confidence while humorous observations turn contactful into a new vocabulary for travel worth remembering: what disappears from payment reappears in the experience. Why it fits Mastercard: Mastercard already makes the transactional part of travelling fast, secure and intuitive. Contactful turns this functional benefit into a cultural idea: trust the payment, then throw yourself fully into the experience. It also gives Mastercard’s Priceless philosophy a contemporary travel expression: one contactless tap. A whole contactful world. How it scales globally: Contactful is a way of travelling. Food, festivals, local encounters and nature become culturally specific executions within one consistent visual system: raw, close and energetic photography paired with playful observations. This creates an endlessly expandable platform across markets, cultures and formats, from OOH and social to travel guides, creator content and partnerships, inviting travellers to experience the world not from a distance, but contactful.
Agency: DROM Agency, Ljubljana
Authors: Lučka Fabijan, Ivona Repše
