TAP AND...

Creative idea

INSIGHT While on holiday, we want to forget about work, schedules, plans and everyday things. We want to rest, chill, get tanned, but also be spontaneous, say yes to things and enjoy every moment. We want the freedom to simply follow the moment, without overthinking what comes next. But true freedom comes easier when we feel safe. BIG IDEA TAP AND... With Mastercard, one tap is all it takes to follow the moment, wherever it takes you. A flexible idea where every poster’s line starts with TAP AND... and ends with a phrase inspired by the holiday moment shown. It captures that carefree holiday mindset: no plans, no pressure, just one tap and the freedom to say yes. VISUAL APPROACH Mastercard is there with you on your trip. It becomes a natural part of the holiday scene, blending seamlessly into the world around you. Its iconic circles transform into objects that represent the activity. Each visual captures a different way of enjoying your time on your own terms, from spontaneous adventures to simple moments of doing absolutely nothing. BRAND CONNECTION Mastercard enables spontaneous experiences while giving you the confidence to enjoy them. We turn the Mastercard logo into a visual metaphor: its iconic circles become a reassuring presence within every holiday moment, showing that behind every spontaneous decision is a feeling of security. EMOTIONAL PAYOFF The best holidays are the ones where you don’t check the time, overthink the plans or worry about what to do next. You just let go, enjoy your vacay, follow the moment and say yes to what comes next... knowing Mastercard has your back.

Agency: Feeders Agency, Warsaw
Authors: Gabriela Koziarska; Laura Chojnacka