With the PSD2 revisions under way and the SCA mandates about to go live, biometric authentication is becoming a hot topic in the European society.
But even though Mastercard has finished developing the tools necessary to comply with the new payment industry standard – ID Check being the most important one – the supporting consumer-facing communication frameworks to educate & carry the innovation message are yet to be developed.
How can we send a clear and impactful message to consumers about the new biometric safety & security tools while it’s still hot news?
Mastercard, as innovative technology company, raised quick awareness about biometrics by creating a series of portraits using a unique technique - ﬁngerprints.
Highlighting the beneﬁts of face recognition and ﬁngerprints payments through a unique art form of precision, we positioned Mastercard as a technological leader in the payments industry.
By connecting the two most sophisticated payment methods - the ﬁngerprint and the face recognition - Mastercard oﬀers its customers the safest way to pay.
This project explained to people that they should not mistrust the new technologies, through a unique exhibition, featuring portraits made only with ﬁngerprints.
We invited a renowned artist (Jan Petrov) to paint portraits using only ﬁngerprints and exhibit them at the Authentication & Biometry press conference. The audience witnessed how the artist crafted such a portrait, live. We auction the portraits, this way everyone could buy the exhibited artworks with face recognition payment.
This professional campaign titled 'Fingerprints Portraits' was published in Czechia in April, 2019. It was created for the brand: MasterCard, by ad agency: McCann. This Integrated medium campaign is related to the Finance industry and contains 3 media assets. It was submitted almost 4 years ago.
Advertising Agencies: McCann, Prague, Czech Republic / McCann, London, UK
President Creative Europe, Global ECD: Adrian Botan
Chief Creative Officer: Razvan Capanescu
Executive Creative Director: Roy Cohen
Senior Creative: Hetu Negri
Senior Creative: Juan Peirano
Group Creative Director: Klára Palmer
Art Director: Ondřej Kroupa, Otakar Čihák
Copywriter: Adam Roučka
Painter/ Artist: Jan Petrov
Senior Account Manager: Ruta Buciunaite
Account Director: Radka Bušová
Account Manager: Monika Semerádová
Creative Excellence Manager Europe: Carmen Bistrian
PR & Communication Manager: Alice Reindlova
DTP: Benjamin Mulderer
Agency Producers: Kamila Tehranian, Antonin Milata (Renegadz)
Movie Director: Ondřej Urbanec