Mastercard: Fingerprints Portraits

May 24, 2019Filed under Outdoor, Print and Banking, Financial Services

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.

Advertising Agency:McCann, Prague, Czech Republic
President Creative Europe:Adrian Botan
Global ECD:Adrian Botan
Chief Creative Officer:Razvan Capanescu
Executive Creative Director:Roy Cohen
Senior Creative:Hetu Negri, Juan Peirano
Group Creative Director:Klára Palmer
Art Director:Ondřej Kroupa, Otakar Čihák
Copywriter:Adam RoučkaR
Painter:Jan Petrov
Artist:Jan Petrov
Senior Account Manager:Rūta Bučiūnaitė
Account Director:Radka Bušová
Account Manager:Monika Semerádová
Creative Excellence Manager Europe:Carmen Bistrian
Pr Communication Manager:Alice Reindlová
Dtp:Benjamin Mulderer
Agency Producers:Kamila Tehranian, Antonín Milata (Renegadz)
Movie Director:Ondřej Urbanec
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