Campaign details
Brand: Mastercard Agency: Ketchum, McCann, BMF
Situation Analysis
The concept of acceptance virtually defines Mastercard's products and services. Having your name on a Mastercard effectively allows retailers to "accept" you at the point of sale. But in recent years, acceptance has taken on an even deeper meaning for the brand.
For many in the LGBTQIA+ community, the name on their card does not reflect their true identity. For the transgender and non-binary communities in particular, the card in their pocket can serve as a source of sensitivity, misrepresenting their true identity every time they are...