Mastercard / Nurdor: Superhero

In an ever-expanding world of e-commerce, being innovative can make a brand truly stand out. That was the core idea behind the creative process of McCann Beograd creatives while brainstorming a campaign that can, in the best possible way, represent Mastercard brand values – making the world a better place by using technology. Having in mind the years long support Mastercard has been giving to Nurdor, national association of parents of children with cancer in Serbia, the goal was to change the traditional ways of donating much needed funds. So, instead of simply donating money, they donated a new business model – Superhero online donation platform. Superhero was launched as an e-commerce platform to enable a digital sustainable way to collect donations and show the true power of e-commerce, putting all the key functionalities of digital payments in the function of charity. To further put into perspective the importance of helping others to different target groups, especially young people, an important part of the platform is the Superhero street fashion collection, specially created for this purpose and produced in Serbia, available only on the platform. With influencers putting the brand in the spotlight and media helping launch the campaign, Superhero became a national favourite overnight and 30% of the first collection was out of stock in the first 24 hours. McCann Beograd team saw an opportunity to make the campaign sustainable by including local fashion designers into creation of new collections for the seasons to come. That way both the donation platform and the fashion brand stay alive, while the goals are continually met. The platform enables both direct donations and donations made by purchasing unique clothing items, with the money from every item and every collection, going fully to Nurdor and every item acting like a badge of honour for contributors. It is a creative way of changing the donation culture, while giving ordinary people a chance to be someone’s superhero.