| Title | BUSINESS FACELIFT |
| Brand | MASTERCARD |
| Product/Service | MASTERCARD |
| Category |
D01. Displays |
|
Entrant
|
McCANN WORLDGROUP Warsaw, POLAND
|
|
Idea Creation
|
McCANN WORLDGROUP Warsaw, POLAND
|
Credits
| Bartek Klimaszewski |
McCann Worldgroup |
Creative Director |
| Marcin Sosiński |
McCann Worldgroup |
Creative Director |
| Catalin Dobre |
McCann Erickson Worldwide |
Chief Creative Officer |
| Adrian Botan |
McCann Erickson Worldwide |
Global Creatve Director |
| Bartosz Włodarczyk |
McCann Worldgroup |
Senior Art Director |
| Jarosław Michalski |
McCann Worldgroup |
Design and Art Director |
| Sylwia Rękawek-Michoń |
McCann Worldgroup |
Senior Art Director |
| Grzegorz Karwowski |
McCann Worldgroup |
Senior Art Director |
| Natalia Karawajczyk |
McCann Worldgroup |
Senior Copywriter |
| Magdalena Banasik |
McCann Worldgroup |
Senior Copywriter |
| Agata Pietraszko |
McCann Worldgroup |
Designer |
| Agnieszka Le Hong |
McCann Worldgroup |
Digital Designer |
| Małgorzata Tereszczenko |
McCann Worldgroup |
Account Director |
| Iwona Kowalczyk |
McCann Worldgroup |
Account Supervisor |
| Marta Życińska |
Mastercard |
Vice President, Marketing and Communications CEE |
| Paweł Kotowski |
Mastercard |
Director, Area Marketing |
| Marta Borówka |
Mastercard |
Manager, Consumer Marketing |
| Marcin Samek |
McCann Worldgroup |
Strategy Director |
| Paweł Sitnicki |
McCann Worldgroup |
Strategic Planner |
| Justyna Sztengreber |
Sztengreber |
PR Director |
| Dominika Grzegdala |
McCann Worldgroup |
TV & Print Producer |
| Małgorzata Chojnacka |
McCann Worldgroup |
Head of Social Media |
| Klaudia Karkulowska |
McCann Worldgroup |
Community Manager |
| Rafał Jastrzębski |
Craft Worldwide |
Video Postproduction Manager |
Write a short summary of what happens in the ambient or digital execution or campaign.
When we conducted our stunt and changed signboards on Pulawska street in Warsaw, people started taking photos. They visited face-lifted stores to ask their owners what happened. This really changed the whole neighborhood.
This is exactly what is happening with every single makeover we conduct together with our partner, winner of the Fast Company 2018 Innovation by Design Awards. They turn every little detail of storefront into a small masterpiece.
Our research show that one change of a signboard forces the whole neighborhood to adapt.
Cultural/Context information for the jury
Poland is a beautiful country spoiled by ugly signboards. We even gave it a medical-like name "signboardosis". This is due to poor education and luck of proper support for small business owners. They fight for their life. They think that whatever's louder and more colorful will bring them more customers. Our research prove the opposite.
We wanted to give them a fair fighting chance against big global brands. After all when they do good, so does Mastercard. At the same time we wanted to win the hearts of common Poles who are fed up with this visual chaos and really want someone to make Poland pretty again. A win win situation.