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Mastercard: Fingerprints Portraits (Woman)

With the PSD2 revisions under way and the SCA mandates about to go live, biometric authentication is becoming a hot topic in the European society.
But even though Mastercard has finished developing the tools necessary to comply with the new payment industry standard – ID Check being the most important one – the supporting consumer-facing communication frameworks to educate & carry the innovation message are yet to be developed.
How can we send a clear and impactful message to consumers about the new biometric safety & security tools while it’s still hot news?

Mastercard, as innovative technology company, raised quick awareness about biometrics by creating
a series of portraits using a unique technique - fingerprints.
Highlighting the benefits of face recognition and fingerprints payments through a unique art form of precision, we positioned Mastercard as a technological leader in the payments industry.

By connecting the two most sophisticated payment methods - the fingerprint and the face recognition - Mastercard offers its customers the safest way to pay.
This project explained to people that they should not mistrust the new technologies, through a unique exhibition, featuring portraits made only with fingerprints.

We invited a renowned artist (Jan Petrov) to paint portraits using only fingerprints and exhibit them at the Authentication & Biometry press conference. The audience witnessed how the artist crafted such a portrait, live. We auction the portraits, this way everyone could buy the exhibited artworks with face recognition payment.
Credits Other credits

Advertising Agency: McCann Prague

2nd Advertising Agency: McCann London

President Creative Europe, Global ECD: Adrian Botan

Creative Excellence Manager Europe: Carmen Bistrian

PR & Communication Manager: Alice Reindlova

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