These Streets Are Priceless
Creative idea
Real maps of the world reveal an interesting fact: every city hides a card up its sleeve. And it’s not a coincidence. The reason lies in modern city planning, as one of the most popular types of street grids has the same proportions as a Mastercard credit/debit card.* That is why we use this shape in city streets across the world to reveal a simple reality: ‘Unlike Revolut, Apple Pay and many others, Mastercard has already been part of everyday life here for decades.’ That way, the hidden card gives “World. One Tap Away.” a visual meaning: Mastercard belongs so naturally to the destination that you will barely notice it when paying, leaving you free to focus fully on discovering the city, town, island, etc... The series of posters uses real street maps of popular travel destinations: Milan, Dublin and Bali. In each one, the streets form the outline of a card, with the Mastercard logo completing the discovery. Large destination names and coordinates of the real locations establish the setting. The supporting copy adds another clue: travellers may be new to these streets, but Mastercard isn’t. So, with one tap, they are free to discover what makes each place priceless. Moreover, the copy, the Mastercard logo and the image itself work together to turn the map into a small visual puzzle. It encourages viewers to search the streets and discover both the hidden Mastercard and what makes the destination priceless. Looking at the poster becomes an act of discovery itself, reflecting the priceless experiences waiting beyond the map. PS: None of the maps were generated or customised. Only rotation tools were used to keep the poster layout consistent. *Proportions of street grid may vary region by region, but generally retain a similar shape. We also included this interesting article about city planning. Check it out, you may find many cards in cities on your own :-) https://www.archdaily.com/949094/orthogonal-grids-and-their-variations-in-17-cities-viewed-from-above
Agency: Saatchi&Saatchi Prague
Authors: Vojtěch Vaník
