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Fingerprints Portraits

Agency Network: 
Published/Aired: 
April 2019
MasterCard: Fingerprints Portraits
MasterCard: Fingerprints Portraits
MasterCard Integrated Ad - Fingerprints Portraits
MasterCard Integrated Ad - Fingerprints Portraits

Description

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.

Caption

Mastercard ID Check. Now you can use both Touch ID and Face ID for more security.

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
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Calvinxyc's picture

Does any of the current smartphones support this feature?

Calvinxyc
Activity Score 657
Planner
kleenex's picture

love the art.

kleenex
Activity Score 58407
Web Designer/Developer
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