billion impressions generated by the campaign
million custom Audience Filters
increased positive brand sentiment
The majority of transgender individuals face tremendous challenges when it comes to changing their legal name. As a result, 68% of transgender people say that not one of their IDs has the name and gender they preferred. What’s worse, 32% who have shown an ID with a name or gender that did not match their gender presentation were verbally harassed, denied benefits or service, asked to leave, or assaulted. For millions of transgender individuals, their card is a constant reminder that they are not accepted. To have a continued, meaningful presence, Mastercard needed to do something the financial category had never done before: accelerate acceptance through action.
To address this challenge and to facilitate greater acceptance, Mastercard created the True Name—the first payments product feature that allows people to prominently feature the name they associate with on the front of their card, without requiring a legal name change. The initiative was announced to the world during a panel briefing led by key community influencers on what acceptance means to them. Following the briefing, attendees walked to the iconic corner where Christopher Street meets Gay Street for the official debut of “Acceptance Street,” a street sign installation, in partnership with New York City Commission of Human Rights, that reflects the unique and diverse identities within the LGBTQIA+ community. In order for Mastercard to speak directly and authentically to their audience, they leaned into LGBTQIA+ endemic media partners, including Out, The Advocate, Queerty and Gay Cities, utilizing a mix of custom branded content and standard media placements to tell the story and bring True Name and Acceptance Street to life.
In partnership with Google, Acceptance Street became an official landmark, and top-tier relevant influencers including “Queer Eye’s” Antoni and Aaron Philip, raised awareness and engagement with the installation. As Snapchat Audience Filters brought Acceptance Street to those that couldn’t physically visit the location. True Name set a new industry standard and brought a historically marginalized group within the LGBTQIA+ community to the forefront. Within the first 3 weeks of the campaign, Mastercard garnered over 2 billion impressions, including 15MM impressions on Snapchat alone from consumers engaging with and sharing more than 3 million custom Audience Filters. Positive brand sentiment increased by 3000%, with an overwhelmingly positive sentiment at 99% during Pride month. With a 19:1 earned to paid ratio during the campaign, Mastercard’s content truly resonated beyond their core audience.
More Than That with Gia Peppers
Created for Black audiences and produced and distributed exclusively by underrepresented businesses, the series aims to address the inequities in the advertising supply chain by providing a plat...
The Cadillac Live Experience
One in five people have dyslexia and 40% of children with learning disabilities experience mental health problems. Over 750k Canadian students are Dyslexic, however, Canada lacks the tools neces...
Seize the Awkward
To approach the issue of mental health awareness and youth suicide prevention, the Ad Council, in partnership with the American Foundation for Suicide Prevention and The Jed Foundation (JED) lau...
OREO Doomsday Vault
The Oreo Doomsday Vault
Having never built a global brand, Generali has an intricate web of partners, involving disparate agencies in local markets, delivering their own creative and production. The result was marketin...
Cost of Winning
Nominated for a Sports Emmy, The Cost of Winning series premiered on HBO, followed by streaming on HBO Max, and quickly became the top performing sports title since the launch of HBO Max.
Harvard Pilgrim Healthcare
Dentsu health helped design and implement a go-to-market strategy with a best-in-class campaign that capitalizes on historical learnings, is grounded in data and analytics to inform key decision...
Foot Locker is always looking for new ways to innovate and improve the shopping experience for its customers. As a result, the brand asked dentsu gaming to integrate a new augmented reality feat...
Crayola Color Your World
Crayola need a unique campaign to emphasize their belief that every child has the power to create their place in the world by coloring themselves into it. Dentsu teams developed the strategy to ...
How do you break through the clutter and build momentum in a way that earns credit for reinvigorating the traditional PC ecosystem? With 15 micro-influencers creating a network effect across a ...
Multiple Myeloma Customer Centric Multi-Channel Campaign
American Multi-Brand Pharmaceutical Company Increases Oncological Growth Potential by Combining Personal and Digital Promotional Strategies
Myeloid Leukemia Multi-Channel Campaign
An American multi-brand pharmaceutical manufacturer needed to re-position as the brand of choice for Myeloid Leukemia therapy, increase NRx and maintain and protect existing Rx.
Cancer Treatments Pharmaceutical Manufacturer
A pharmaceutical corporation specialized in the manufacturing of cancer and immunology drugs needed to design a program to support the launch of its key multiple myeloma (MM) treatment product. ...
Season of the #Whiff
Dentsu was given the opportunity to highlight Head & Shoulders’ partnership with MLB through a creative solution inspired by its brand positioning.
U.S. Pharmaceutical Manufacturer
From a diagnostic and descriptive analysis approach, the solution evolved into a robust advanced analytics omnichannel measurement framework that was proactive and prescriptive in nature.
A Top Ten Global Pharmaceutical Company
This dentsu health client recognized the need for a new go-to-market process as well as organizational change management to leverage its technology investments.
Ascensia Diabetes Care
Diabetes management is experiencing a deep industry transformation through technology, innovation and digitalization of the patient journey through services like telehealth and digital pharmacie...
Sprint: Smack that Talks Back
Meet La Futbolera, the smack-talking granny who ignited the competitive spirit of US Latino soccer fans while creating a fun, long-lasting exchange with Sprint.
Copa Airlines: Sube La Marea
Promoting Copa’s generous sponsorship of the Panamanian national football team amid the excitement of their first World Cup invitation, required a big, cultural display of patriotism. What bette...