Heart of Commerce, Processing

April 2007



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

Comments (15)

Log in or register to post comments
Rog's picture
Activity Score 6080


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

Spanky's picture
Activity Score 4899

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

Bundy Agency's picture
Bundy Agency
Activity Score 597
varatphong's picture
Activity Score 78

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.

buy by bye's picture
buy by bye
Activity Score 534

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

Jet Propulsion Lab's picture
Jet Propulsion Lab
Activity Score 10679

This has NOTHING to do with their ongoing consumer campaign.

With that, I bid you farewell...

buy by bye's picture
buy by bye
Activity Score 534

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

jeez.. some people ....!

swiss_adguy's picture
Activity Score 36

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?

Shut Theory's picture
Shut Theory
Activity Score 515

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?

A. J. SMITH's picture
Activity Score 2822

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

But what was the point again?

It's only an ad.

bknowlden's picture
Activity Score 3647

This is beautiful branding.

B128's picture
Activity Score 392

Fantastic art direction.

TheVinchiFish's picture
Activity Score 86

I prefer this idea will work well in TVC.

pavidyanath's picture
Activity Score 12

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

salamandos's picture
Activity Score 1947

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