Objective: Reposition Mastercard from a transactional credit card to an emotional brand that stands for life’s meaningful moments.

Insight: Experiences and emotional moments have greater value than material possessions.

Idea: “There are some things money can’t buy. For everything else, there’s Mastercard.” A universal truth wrapped in a simple, timeless structure.

Execution: Launched during the 1997 World Series with “Baseball” and expended into over 120 countries worldwide.

Results: Reinvented Mastercard’s brand meaning, driving lasting increases in preference and awareness; became one of advertising’s longest-running global platforms.

Recognition: One of advertisings most internally awarded campaigns, including, Lions, Clios, and named one of the five most consistently effective brands in the Effie “5 for 50.”