Priceless Diagrams
Creative idea
We wanted to illustrate Mastercard’s long-running ‘priceless’ platform in a bold, disruptive way. How? By transforming the brand’s iconic logo into a Venn diagram. Using this new visual language, the two familiar orbs represent distinct objects or experiences, and in the intersection, they come together to create something priceless. The eye-catching art direction was perfect for print formats, and the short, playful headlines delivered a ‘priceless’ message before people could turn the page. Every headline was contextual and culturally relevant – like reacting to sports news, celebrating the festive period or capturing the TV event of the year.
Brand name: Mastercard
Advertiser / client: Mastercard
Product / service: Mastercard Priceless
Campaign name: Priceless Diagrams
Agency network: MCCANN WORLDGROUP
Agency: McCann Worldgroup Italy
Media agency: Carat
Additional company: McCann XBC; McCann Demand; McCann London; McCann Worldgroup Paris; McCann Worldgroup Nordic; MRM McCann Spain; FP7// McCann Dubai; Mccann Worldgroup Romania; Big Group
Chief creative officer: Adrian Botan; Javier Campopiano; Catalin Dobre; Alessandro Sciortino
Executive creative director: Costin Bogdan; Luca Corteggiano; Jon Elsom
Creative director: Jeremy Little; James Poole-Hobbs; Antonio Diego Savalli; Zane Radcliffe; Olivia Spanu; Anne-Sophie Guerin; Clément Le Bars; Nina Kurn; Álvaro Ramos
Art director: Matteo Colavolpe; Mattia Bogani; Ivan Morra; Raffaele Caruso; Daphnée Ehrburger; David Pérez; Ana Almagro
Copywriter: Heidi Dixon; Alessandra Romani; Stefano Falcone; Ginevra Giovenali; Serena Mascia; Magnus Larsson; Sofía Muelas; Leticia Díaz
Designer: Bhanu Arbuaratna; Matt Van Leeuwen; Karl Cacchioli; Jason Fox; Danny Naldrett; Sean Dong; Tobias Vermehren
Account director (agency): Tom Vick; Claudia Jackson-Bailey; Anna Heracleous; Tom Oliver; Madison Milward; Kris Chay; Claudine Gueriaux; Leah Beky; Roberta Cutuli; Daniela Ferro; Caterina Eramo; Maria Trepcea; Aude Degoix; Markus Förberg; Lola París; Lucía Pereira
Client account director: Charlie Carrington; Natalie Gay; Raja Rajamannar; Beatrice Cornacchia; David Daniel; Luca Fiumarella; Marzia Pecce
Media director: Simon Mayfield; Kelly Hogan; James Bayani; Laila Casey-Walsh; Sarah Dahill; Liz Donnely; David Stålklinga; Maria Korduner
Strategic planner / strategist: Oriol Bombi; Jonathan Brown; Sheldon Tarpey
Senior planner: Sheldon Tarpey
Additional company: Dean Lovett; Stuart Casey; Sarah Arnold; Lily Nunn; Jessica Selby; Chris Falconer; June Hacker; Veronica Bertran; Mat Cunnell; Phoebe Tobin; Aoife Greenwood;
Carmen Bistrian; Maru Sokolowski; Alice Reindlova; Stephen Walters; Amel Khalifa; Leila Jilali; María Núñez; Veronica Colantuono; Federico Fanti; Paulo Tavora Engler Pinto; Jonathan Cruz; Ivan Bormaister; Kaue Akimoto; Murilo DePaula; Guilherme Silva; Wesley Jon; Arthur Melo
