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.

2020 One Show - Out of Home

Impossible Mascots

Agency WMcCann / SÃO PAULO + MediaMonks / São Paulo

Client Mastercard
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Annual ID

OS_OH20_069M

About the Work

Mastercard was the official sponsor of the players’ mascots of Copa America 2019. As a challenge, we have been asked to take this opportunity to communicate its brand positioning “Start something priceless” with some remarkable activation, after all we were in Brazil, the country of football. To do that, we went deep on brand’s core and we figured out Mastercard is a global supporter in the fight against cancer by financing many projects around the world. By relating these matters (cancer fight and mascots), our first question was: “what about those kids who cannot leave the hospital?” We should do something priceless to them. Even because we found out studies saying that this kind of positive experiences can help child’s treatment. This is why we came up with the idea to bring those kids to the field even without leaving the hospital. We’ve built two special telepresence robots facing a large number of challenges: a weak wi-fi signal inside the stadium, interferences on the robots’ controllers, and many other limitations. Fortunately, everything went right and we could give to millions of kids an important message: you can do even what seem impossible. In other words, it started something priceless.