MASTERCARD against breast cancer
When a brand alters its iconic logo in support of a more significant cause
Client: Mastercard Agency: MRM McCann Year: 2020
Proactive idea proposed to Mastercard suggested removing one of the circles from its logo on World Breast Cancer Day, October 19th, as a symbolic gesture in solidarity with those affected. A simple but powerful way to build awareness around a disease that accounts for 27,000 new cases every year.
In addition, Mastercard will show support for the cause by producing educational videos detailing prevention methods and detection techniques. However, its primary contribution will be financial, as it plans to donate a percentage of all transactions made with Mastercard on that day to breast cancer research.
Credits
Creative lead: Miguel Bemfica (CCO), Marta Caseny (Creative Director)