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.
Integrated advertisement created by McCann, Czechia for MasterCard, within the category: Finance.
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