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True Name
Agency McCann / New York + Mastercard / Purchase + Hungry Man Productions / Los Angeles + JSM Music / New York
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Category
CMO Pencil
Annual ID
OS_CM21_001G
About the Work
Since credit cards were invented they’ve always used people’s legal names - which makes perfect sense... unless you’re Trans or Nonbinary. And if you haven’t changed your name (which can be difficult in many states), this can be dangerous.
Mastercard wanted to change this - but needed a bank to issue new cards. So they launched it themselves as a call to the entire industry to change.
There was an instant and overwhelming response. Within moments of our True Name card announcement, we saw a continuous stream of global media and community coverage - including talk shows like “Late Night with Seth Meyers” to “Good Morning America.”
Once they saw the demand, banks signed up to release True Name. It is now in market with BMO Harris Bank, Superbia Credit Union & Citibank - with more set to launch across the world.
True Name set a new industry standard. Our competitors and their banks (including Visa, JP Morgan Chase and more) followed and have subsequently changed their own practices, bringing similar products to market.
Mastercard wanted to change this - but needed a bank to issue new cards. So they launched it themselves as a call to the entire industry to change.
There was an instant and overwhelming response. Within moments of our True Name card announcement, we saw a continuous stream of global media and community coverage - including talk shows like “Late Night with Seth Meyers” to “Good Morning America.”
Once they saw the demand, banks signed up to release True Name. It is now in market with BMO Harris Bank, Superbia Credit Union & Citibank - with more set to launch across the world.
True Name set a new industry standard. Our competitors and their banks (including Visa, JP Morgan Chase and more) followed and have subsequently changed their own practices, bringing similar products to market.
2021 Awards
Total Points: 90
CMO Pencil
Credits
Agency
McCann / New York
Client / Brand
Mastercard / Purchase
Production Company
Hungry Man Productions / Los Angeles
Music / Sound Production Company
JSM Music / New York
Chief Marketing Officer
Raja Rajamannar
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