Happy not to take up space in your memory

Creative idea

Insight: When we travel, our phones quickly fill up with hundreds of photos and videos. We want to save every view, every meal and every unforgettable moment. But while payments are a necessary part of the trip, they are not something we want to think about, let alone remember. Creative idea: We decided to turn the familiar holiday photo gallery on your phone into a simple visual metaphor. A holiday gallery is packed with memories, while the payment itself is noticeably missing. Because when paying is seamless, it doesn’t need to take up any space in your memory. Execution: We work with the familiar phone gallery interface across a series of posters. Each gallery is filled with holiday photos, interrupted by one larger image divided into smaller sections. The section capturing the moment of payment is always missing, bringing our headline, “Happy not to take up space in your memory,” to life. Each of the three visuals takes us to a different destination, filled with different memories, while one thing remains consistently absent. The payment. Why it fits Mastercard: Mastercard makes payments seamless and reliable around the world, allowing people focus less on the transaction and more on the experience. The idea celebrates Mastercard by doing the opposite of traditional advertising. Instead of fighting to be remembered, the brand is happy to disappear from the moment and let the experience take center stage. How it could scale across the world: The insight is universal. Wherever people travel, they take photos and make payments. The campaign can feature galleries from destinations around the world, filled with locally recognizable experiences, landscapes, food and culture.

Agency: Saatchi&Saatchi Prague
Authors: Pavol Klima, Kateřina Thompson