| Ame Awards 2017 | ||
|---|---|---|
| Social Benefit | Promotion of Peace / Human Rights: USA | AME Silver Medallion |
Agency: Mccann New York
Brand: Mastercard
Country: Usa
Chief Creative Officer: Joyce King Thomas
Svp Global Strategy Director: Alexis de Montaigu
Director of Strategy: Allison Wehrley
Strategic Planner: Eden Ben-Haim
Executive Creative Director: Pete Jones
Executive Creative Director: Joel Rodriquez
Executive Creative Director: Jason Marks
Senior Art Director: Laura Goodman
Senior Copywriter: Joel Lundblad
Senior Copywriter: Ashley Glass
Svp Group Account Director: Shaheen Salimi
Synopsis:
In 2016, Mastercard wanted to contribute to the NYC Pride Parade in both a meaningful and impactful way, using this event as a platform to support LGBT equality and spread the message that Acceptance Matters. Our idea was a direct response to the “bathroom bill,” a discriminatory law designed to alienate transgender people. Mastercard created a restroom that accepts all humans, which could be unlocked with something every human has regardless of their sexual identity: a heartbeat. By simply touching the palm sensor on the door, the technology read participants’ heart rates, and unlocked the door. The Restroom for All reached generated nearly 10MM earned impressions globally for Mastercard, and helped the message of acceptance and equality spread well beyond the streets of NYC Pride Parade.