Masterercard & data rescue
This Group project was briefed by TBWA, then created, executed as part of D&AD 2024 Shift Program 2024.
The Challenge - How do we get people to always put Mastercard “front of wallet" while making Mastercard’s security innovations & features something you can feel?
Our Solution - DataRescue: Mastercard's Online Security & Educational Service.
We've created a service that seamlessly combines a powerful security tool with an interactive educational platform.
DataRescue allows users to uncover where their data has been leaked, enabling Mastercard to rectify or delete it. At the same time, users gain access to engaging educational resources that demystify Mastercard’s best-in-class security technology. This service will empower consumers to take control of their personal information while fostering smarter, more secure payment habits.
DataRescue will launch in partnership with the iconic Bondi Rescue Lifeguards, icons of Australian surf safety. By leveraging their trusted public safety framework, we’ll draw parallels between surf safety and online security, making these important concepts more relatable and easily understood by the broader public.
As summer approaches, we’ll launch DataRescue with an unforgettable event at the iconic Bondi Icebergs. We’ll transform the Icebergs pool into a floating cinema for the premiere of an exclusive Bondi Rescue episode, where the team draws insightful comparisons between beach safety and online security
We will leverage both our own social channels and those of Bondi Rescue to promote MasterClean. Educational videos featuring the Bondi Rescue lifeguards will be released, drawing clear parallels between online safety and surf safety. These videos will offer practical tips and safety practices, using engaging visuals and relatable scenarios. We will also create a hashtag to encourage user-generated content and discussions.
