MasterCard

The strategy for the UEFA Champions League ‘Road to Milan’ 2016 was based on a single, key football insight: football fans will do passionate things for their love of the sport, their team and their favourite players, which to the non-fan may seem like mad behaviour. Through the premise of the global Priceless campaign, MasterCard understands the fans’ passion for the beautiful game, resulting in the campaign positioning of: ‘Some call it Madness, we call it Priceless!’

My role as Art Director was to oversee the campaign creative, across multiple formats & design medium within ATL & BTL disciplines.

Using a moment of fan madness- tattooing Gianluigi Buffon on his leg, we created a Priceless Surprise featuring our ambassador- Gianluigi Buffon. The fan believed he was part of a tattoo documentary. But when in the tattoo parlour, he was surprised to see someone getting a tattoo of him on their arm… and not just anyone, but his hero- Buffon.

This Priceless Surprise has already been viewed over 14 million times.

Our creative ran across some of the most iconic and high-traffic locations in the city centre of Milan – Including large formats on the Duomo, Largo Cairoli and of course we had branded welcome desks in our guest hotels.

We focused on key transport hubs (airports, metro and rail) as well as pedestrian touch-points in order to reach fans as they made their way around the city.

For the first time, not only we did produce a pan-European communication platform, but we also combined it with relevant merchant offers & exclusive content leveraging our UCL Ambassadors. We adopted a new digital approach to deliver timely, relevant, targeted (real time) offers and content to our football-engaged audience.

This socially driven multi-market campaign ran from February to May 2016, building engagement with fans across Italy, Spain, the UK & other International markets in the lead up to the Final. Providing fans with relevant, exclusive offers & content via Facebook and Twitter.