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
innovative technology company, raised quick awareness about
biometrics by creating
a series of portraits using a unique technique -
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.
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.
Artist: Jan Petrov
Senior Account Manager: Ruta Buciunaite
Account Director: Radka Bušová
Account Manager: Monika Semerádová
Creative Agency: McCann Prague, McCann London
Copywriter: Adam Roučka
Art Director: Ondřej Kroupa, Otakar Čihák
Executive Creative Director: Roy Cohen
Chief Creative Officer: Razvan Capanescu
Creative Director: Klára Palmer
Creatives: Hetu Negri, Juan Peirano
Producer: Kamila Tehranian, Antonín Milata (Renegadz)
DTP Designer: Robert Benjamin Mulderer
Director: Ondřej Urbanec
PR Manager: Alice Reindlová
President Creative Europe, Global ECD: Adrian Botan
Creative Excellence Manager: Carmen Bistrian
Categories: Credit cards, FinanceMcCann Prague, 2 years ago