Heart of Commerce, Processing

April 2007
 Heart of Commerce, Processing



MasterCard is taken for granted. People just expect this little piece of plastic that lives in your wallet to work anywhere in the world 365 days a year, and rightly so. But it’s so much more than just a credit card.

The task was to communicate to business leaders, financial institutions and merchants around the world the way in which MasterCard Worldwide operates, and how their unique three-tiered business model strategically drives real value for all of MasterCard’s partners, putting it at The Heart of Commerce.

Advertising Agency: McCann Erickson, New York, USA
Chief Creative Officer: Joyce King Thomas
SVP, Creative Director / Copywriter: Robert Frost
VP, Creative Director / Art Director / Illustrator: Michele Raso
Print Producer: Jacqueline Messina
EVP, Worldwide Account Director: Richard O'Leary
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Rog's picture


Activity Score 6080
Copywriter |

>>>> That's not an ad. THIS is an ad.

Spanky's picture

that's a nicely art directed creative brief. you should definitely generate some decent ideas from that.

Activity Score 4899
Bundy Agency's picture
Bundy Agency
Activity Score 597
Art Director
varatphong's picture

Like the idea but ... the picture looks funny, almost dreamlike. Something I might see if someone had bashed me over the head with a piece of Puerh Cha.

Activity Score 78
buy by bye's picture

there are some things money can't buy, for everything else there's mastercard.

buy by bye
Activity Score 534
Other |

- "Develop your eccentricities while you're young. That way, when you get old, people won't think you're going gaga." -

Jet Propulsion Lab's picture

This has NOTHING to do with their ongoing consumer campaign.

With that, I bid you farewell...

Jet Propulsion Lab
Activity Score 10679
buy by bye's picture

i know!! jeeezzzz....some people eh...
whenever i see mastercard though, i say that! can't help it

jeez.. some people ....!

buy by bye
Activity Score 534
Other |

- "Develop your eccentricities while you're young. That way, when you get old, people won't think you're going gaga." -

swiss_adguy's picture

i like the connectedness of this particular visual, though i would have wished that the symbols would have been integrated better, as for exp: bringing the satellite to the liberty statue's flame etc…
but then, that might be some graphic designer's dreams and the normal audience wouldn't catch the idea, not being able to identify the different monuments?

Activity Score 36
Creative Director
Shut Theory's picture

i love the visual and as a regular (not very much of graphic artist) i saw all the details and identified the monuments, they are pretty obvious, but i dont understand one thing, why is london shown down under?

Shut Theory
Activity Score 515
Other |


A. J. SMITH's picture

I like this visual and the way it makes you consider the card.

But what was the point again?

It's only an ad.

Activity Score 2822
bknowlden's picture

This is beautiful branding.

Activity Score 3647
Art Director |


B128's picture

Fantastic art direction.

Activity Score 392
Art Director
TheVinchiFish's picture

I prefer this idea will work well in TVC.

Activity Score 86
Creative Director
pavidyanath's picture

Great Illustration,.. not sure wheather the typo is going along with or not...

Activity Score 12
Art Director
salamandos's picture

don't know what you all see in the art direction. to me it's nothing special, the typography is not nice too.

Activity Score 1947
Art Director
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