The One Show
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Learn more about The One Show 2026
Category
Innovation / Execution in Direct Marketing
Annual ID
OS25_DM119M
Background
Brazil's biggest cultural event, Carnival, brings nonstop partying, costumes, glitter, makeup, and very few pockets for smartphones and credit cards. Still, it generated nearly $2.5 billion in transactions in 2025 alone.
Creative Idea
Mastercard Makeup Payment.
Cultural expression as a payment method.
Cultural expression as a payment method.
Insights & Strategy
A truly priceless Carnival is one where people don’t need to carry their credit cards or smartphones, allowing them to enjoy the celebration freely and safely.
Execution
Mastercard transformed its contactless card technology (Mastercard pre-paid chip) into Carnival makeup stones. They were available exclusively to members of the Mastercard Loyalty program and could be loaded with any amount via a mobile app.
Results
76% increase in daily transactions by people who used Makeup Payment.
(source: YoY Carnival period using Mastercard first party data vs Vanq transactional data)
96% positive sentiment.
(source: Looker Studio and Social Media)
More than 27 million organic views in only 6 days.
ZERO thefts of Makeup Payment.
Other Brazilian major events requesting the Makeup Payment.
(source: YoY Carnival period using Mastercard first party data vs Vanq transactional data)
96% positive sentiment.
(source: Looker Studio and Social Media)
More than 27 million organic views in only 6 days.
ZERO thefts of Makeup Payment.
Other Brazilian major events requesting the Makeup Payment.
2025 Awards
Total Points: 3
Merit
Credits
Digital Agency
MRM BRAZIL / São Paulo
Client / Brand
Mastercard Brazil / São Paulo
Art Director
Tarcio Vasques
Chief Creative Officer
Douglas Kozonoe
Chief Strategy Officer
Marcia Aguirre
Copywriter
Cassiano Chaves
Creative Director
Guilherme Medici
Design Director
Rodrigo Campos
Director
Hugo Oxe
Global Chief Creative Officer
Javier Campopiano
Ronald Ng
Motion Designer
Denis Sanches
Producer
Thiago Durães Gustavo Viola
Strategist
Alexandre Guimarães
Lais Granello
Strategy Director
Marcelo Maino
Executive Producer
Junior Silva
Account
Fernando Ramos
Account Executive
Barbara Bassani
Account Manager
Diego Zanchi
B.I. Director
Elsa Fortuna
Busines Development Lead
Bruno Ferreira
Business Leader
Pauline Deri
Camera
George Resende
Camera Assistant
Gilberto .
Chief Data Officer
Rogerio Gonçalves
Chief Executive Officer
Daniel Cária
Fabio Souza
Chief Financial Officer
Marcela Borges
Chief Operation Officer
Isabel Coletta
Client Leader
Liliana Lima
Director Assistant
Claudia Carvalho
Global Creative Excellence
Carmen Bistrian
Head of Production
Sabrina Inui
Makeup
Regiane Caldeira
Manager Consumer Marketing
Jade Sabbag
Marketing Director
Leandro Simões
Media Manager
Indira Moraes
MRM Global Creative Operations Manager
Kim Young
Music Producer
Rodrigo Ramos
MW Global Head of Creative Excellence and Creative Operations
Maru Sokolowski
Product Development Director
Felipe Ward
Production Assistant
Ricardo Marim, Jennifer Andressa
Production director
Sheila Ribeiro
Project Manager
Iara Cordeiro
Regional Creative Excellence
Lourdes Alderete
Senior Vice President, Marketing and Communications
Taciana Lopes
Set Producer
Thais Lutti
Social & Content Manager
Giuliana Lorenzetti
Sound Tech
Bruno Pontalti, Eduardo Bolzan
Specialist Marketing
Naíla Almeida
Stylist
Ana Paula Lima
Stylist Assistant
Aline Mestre
Technology Director
Marcelo Rodrigues
Samuel Reis
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