The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2018 One Show - Public Relations

My First Purchase Exhibit

Agency McCann / New York

Client Mastercard
BACK TO RESULTS

Annual ID

OS_PR18053M

About the Work

To thrive, Mastercard must recruit top talent. But how to overcome young grads’ perception of Mastercard as a stodgy credit card company? To do this, we built an immersive experience that made students feel the difference they can make at Mastercard. It started with a documentary about the first purchase made using a Mastercard digital aid card by a refugee family in Lesvos, Greece. The film was shown alongside an exhibit of first purchases made by others, showing how this approach to humanitarian aid delivery empowers recipients with the dignity of choice. Then, to make students feel connected to refugees as real people, we called upon the power of music. We built a seamless digital stage to connect two worlds – Kara Tepe Refugee Camp in Lesvos, Greece, and Washington University in St. Louis – and refugees, current and former, shared their music across continents.