The Polyglot Card

Creative idea

The Mastercards Slovenians carry with them every day are accepted in over 210 countries. Being accepted in those countries is almost as if the card speaks 210 languages. How can Mastercard raise awareness on this in a way that goes beyond just payments? INTRODUCING: THE POLYGLOT CARD. We're dramatising the multitude of countries Mastercard is accepted in as a multitude of languages a Mastercard can speak. This series of 3 posters raises awareness on Mastercard's worldwide acceptance among Slovenians by capturing an online conversation where the user learns where they can pay with their Mastercard through the languages their card can speak. The multitude of languages are represented by a multitude of Mastercard logos, each having a unique, easy-to-recognise symbol used in writing: the French accent, the umlaut used in German, the tilde used in Spanish and many others. The text bubble with the emojis represents the user wishing to travel the world and asking what they can use to pay across borders. The message captures something beyond payments, which only Mastercard can: what's priceless about having a card accepted worldwide. In this case, owning a card that can speak over 210 languages is priceless and it can unlock a vast world of countries, each with its own culture. The priceless line is supported by a body that encourages you to turn desire into action and travel to the places that your polyglot Mastercard is referencing through language. Every market could have a dedicated visual, giving it scale. The priceless line can adapt to reflect the language spoken in the market, while the body points out specific countries to travel to with your Mastercard. All next to a Mastercard logo with a unique symbol from the language mentioned.

Agency: McCann Bucharest
Authors: Ionuț Alexandru Taloș