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Outdoor
Mastercard: Fingerprints Portraits (Woman)
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With the PSD2 revisions under way and the SCA mandates about to go live, biometric authentication is becoming a hot topic in the European society.
But even though Mastercard has finished developing the tools necessary to comply with the new payment industry standard – ID Check being the most important one – the supporting consumer-facing communication frameworks to educate & carry the innovation message are yet to be developed. How can we send a clear and impactful message to consumers about the new biometric safety & security tools while it’s still hot news? Agency: McCann, Prague Mastercard, as innovative technology company, raised quick awareness about biometrics by creating a series of portraits using a unique technique - fingerprints. Highlighting the benefits of face recognition and fingerprints payments through a unique art form of precision, we positioned Mastercard as a technological leader in the payments industry. By connecting the two most sophisticated payment methods - the fingerprint and the face recognition - Mastercard offers its customers the safest way to pay. This project explained to people that they should not mistrust the new technologies, through a unique exhibition, featuring portraits made only with fingerprints. We invited a renowned artist (Jan Petrov) to paint portraits using only fingerprints and exhibit them at the Authentication & Biometry press conference. The audience witnessed how the artist crafted such a portrait, live. We auction the portraits, this way everyone could buy the exhibited artworks with face recognition payment.
Advertising Agency: McCann Prague Related |
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