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Fingerprints Portraits

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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 creatinga 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 oers 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.

Client

Advertiser: Mastercard

Brand: Mastercard

Creative Agency

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, Finance

McCann Prague, 1 year ago