Terminal

Creative idea

The core insight Traveling to the wider world usually starts at an airport terminal. But in reality, our journey is unlocked by an entirely different terminal: the payment terminal. A simple tap of a card is the gateway to limitless possibilities. Simply put: via terminal to the whole world. The creative concept The core insight is based on the double meaning of the word 'terminal'. Therefore, the poster visually merges the worlds of travel and payments. The visual features the security bins used at airports worldwide. When viewed from above, these bins naturally resemble a payment card: all it took was adding the Mastercard logo. The visual captures the feeling that just as we routinely pass through an airport terminal, we tap our cards just as automatically, rarely realizing that this simple action opens up the entire world to us. Why it fits Mastercard Today, getting to the other side of the world is incredibly easy, thanks in large part to contactless payments. The visual reflects this: it is strikingly simple and doesn't overcomplicate the message. It portrays an everyday airport situation where Mastercard is elegantly and minimalistically incorporated as a seamless travel companion. How it could scale Airport security checks and their typical rectangular bins are universally recognized without major variations. This allows the concept to be easily localized for any country and expanded to other modes of transportation. With slight visual tweaks, the core idea can be adapted for bus and train terminals. Furthermore, the campaign can step out of traditional formats and enter the physical airport space by using the actual security bins as an advertising medium: simply by branding them with the Mastercard logo.

Agency: THIS IS LOCCO, Bratislava
Authors: Adela Holubčíková