The financial-services brand was honoured on the first night of the ANA’s annual Multicultural Marketing & Diversity Conference in Miami for a campaign to promote LGBT rights at the NYC Pride Parade. (For more details, read WARC’s summary of the Multicultural Excellence Awards: Mastercard's ‘Restroom for All’ tops ANA’s Multicultural Awards.)
The campaign garnered nearly 10m earned impressions globally, and thus helped to spread the message of acceptance and equality well beyond New York.
Alongside the evening’s top award, “Restroom for All” captured honours in the LGBT category, edging out finalists “We are Bold”, developed for AT&T by The 360 Agency, and a “Flawless” spot produced for the Food and Drug Administration (FDA) by Rescue Agency.
Sponsored by the ANA Multicultural Marketing & Diversity Committee, the awards were created to recognise, and raise awareness of, outstanding work in multicultural marketing, with citations in a dozen groupings, including:
•African-American: Ford, “Shopping,” UWG (UniWorld Group)
•Asian: Xoom, “XoomLOL Comedy Series,” Keyframe, Inc.
•Audio: Comcast/Xfinity, “Language Choice 2.0,” GALLEGOS United
•Business-to-Business: Prudential, “Real Time Event Polling,” Prudential Advertising
•Digital, Social, and Mobile: Netflix (Narcos), “Spanish Lessons,” ALMA DDB
•Experiential Marketing: Square Enix, “Human by Design,” Liquid Advertising
•Hispanic: Sprint, “Greatest Hits,” ALMA DDB
•LGBT: MasterCard, “Restroom for All,” McCann New York
•People with Disabilities: Jockey International, “Show ’em What’s Underneath,” Pure Growth
•Print: Comcast/NBC Universal, “Passing the Torch,” Burrell Communications
•Total Market: Johnson & Johnson Consumer Inc. (Motrin), “#Women in Progress,” J. Walter Thompson
•Significant Results: Diageo (Buchanan’s), “Es Nuestro Momento,” Anomaly
Data sourced from Association of National Advertisers; additional content by WARC staff