Idea:
Mastercard introduced a set of cards that were specifically designed and catered to the needs of different personas. But in a market where consumers don’t really know how to differentiate between the cards, we needed to launch these cards impact-fully while making the communication for each card distinct in terms of look n’ feel and the privileges they highlighted.
So we created an integrated campaign with a simple copy construct as the centre piece of the entire roll-out. This construct allowed us to communicate the emotional benefit upfront while creating a distinction between all the cards while the art direction clearly separated the cards from each other.