Industry
Finance / Tech
Deliverables
PR Stunt Concept & Campaign Strategy
Entertainment Integration & Storytelling
Social Media Content & Activation Plan
Year
2024
Location
Sydney, Australia
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Security so strong, we wanted to put it in a TV show.
In a digital-first world, trust is the new currency. I worked on the creative strategy for Mastercard’s security campaign by embedding its innovation into culture through an unmissable PR stunt and entertainment-led storytelling. Inspired by the brand’s “priceless protection,” I co-developed the concept of a literal unbreakable safe, integrated into a storyline of Australia’s version of The Office. This metaphor transformed an abstract feature into a concrete, emotionally sticky idea: Mastercard protects what matters, no matter the impact.
The campaign combined narrative-driven entertainment, a disruptive PR stunt, and a digital takeover, bringing the brand into everyday conversations. I shaped the multi-channel strategy to drive trust with both consumers and small businesses, positioning Mastercard as the front-of-wallet choice. From the physical safe build to social media activations, every element visually reinforced strength, intelligence, and cultural relevance. Presented for a high-profile brief, the idea was praised by Mastercard and global creative leads for its originality, boldness, and brand fit.