A SECTOR OFTEN VIEWED AS COLD AND DISTANT SHOWS ITS MORE CUSTOMER-FRIENDLY SIDE VIA INNOVATIVE SERVICES AND TOOLS.
It isn’t always easy for banks to seem approachable, but the top campaigns this year leaned in to the customer experience. Starting with the brave and laudable “True Name”, from Mastercard and McCann New York, which allowed transgender and non-binary people to display their chosen name on their cards. The campaign appears here twice – both as a film and a broader campaign that saw the policy adopted by several banks. Mastercard also crops up in fifth place with a very on-brand promotion linked to a solar eclipse. Elsewhere, time travel was trending. For Sberkassa in Russia, a visitor from 1973 discovered the advantages of digital banking. And an ad for the documentary The Last Dance, about Michael Jordan, used Deep Fake technology to whisk a famous TV sports presenter back to the 90s.
It isn’t always easy for banks to seem approachable, but the top campaigns this year leaned in to the customer experience. Starting with the brave and laudable “True Name”, from Mastercard and McCann New York, which allowed transgender and non-binary people to display their chosen name on their cards. The campaign appears here twice – both as a film and a broader campaign that saw the policy adopted by several banks. Mastercard also crops up in fifth place with a very on-brand promotion linked to a solar eclipse. Elsewhere, time travel was trending. For Sberkassa in Russia, a visitor from 1973 discovered the advantages of digital banking. And an ad for the documentary The Last Dance, about Michael Jordan, used Deep Fake technology to whisk a famous TV sports presenter back to the 90s.
Most awarded
campaigns, brands &
agencies in
Finance in
2021
Most awarded
campaigns, brands and
agencies in
Finance in
2021
CAMPAIGNS
BRANDS
| Brand | ||
|---|---|---|
| 1 |  |
Mastercard |
| 2 |  |
NRMA |
| 3 |  |
Sberkassa |
| 4 |  |
State Farm |
| 5 |  |
HSBC |
AGENCIES
| Name | ||
|---|---|---|
| 1 |  |
McCann New York |
| 2 |  |
CHEP Network, South Yarra VIC |
| 3 |  |
Leo Burnett Moscow |
| 4 |  |
Translation, New York |
| 5 |  |
FP7/DXB - McCann Worldgroup, Dubai |
Watch
1. Mastercard / True Name (127s)
| Titolo | True Name (127s) |
| Brief | We created True Name: the first payment product where people could feature their chosen name on their card.Mastercard went to banks with support from the LGBTQIA+ community. There was some interest, but no banks would commit. But we believed in the idea, so put our reputation on the line – and announced True Name anyway.This was a bold and unprecedented challenge to the market: we were announcing a credit card that we couldn’t make without a bank – to convince banks that it had to be made.Mastercard launched the idea for True Name through a 360 campaign at World Pride 2019 in NYC. This included creating panels where Trans and Nonbinary advocates spoke on the impact True Name could make to people’s everyday lives, PR placements, advertisements during the Pride Parade broadcast, and social and OOH placements. |
| Agenzia | McCann New York |
| Campagna | True Name |
| Cliente | Mastercard International |
| Marca | Mastercard |
| Posted | Novembre 2021 |
| Settore | Plastic Cards/Investimenti |
| Trama | We created True Name: the first payment product where people could feature their chosen name on their card.Mastercard went to banks with support from the LGBTQIA+ community. There was some interest, but no banks would commit. But we believed in the idea, so put our reputation on the line – and announced True Name anyway.This was a bold and unprecedented challenge to the market: we were announcing a credit card that we couldn’t make without a bank – to convince banks that it had to be made.Mastercard launched the idea for True Name through a 360 campaign at World Pride 2019 in NYC. This included creating panels where Trans and Nonbinary advocates spoke on the impact True Name could make to people’s everyday lives, PR placements, advertisements during the Pride Parade broadcast, and social and OOH placements. |
| Problema | For many in the LGBTQIA+ community, the name on their credit, debit or prepaid card does not reflect their true identity, causing painful daily reminders of a conflict between their true name and the name on their card. In 2019, we worked to ease this pain point by creating True Name, a first of its kind feature that makes secure payments truly safe for all. |
| Tipo di Media | Case Study |
| Entrant Company | McCann New York |
2. Mastercard / True Name
| Titolo | True Name |
| Titolo (Lingua Originale) | Acceptance Matters |
| Agenzia | McCann New York |
| Campagna | True Name |
| Cliente | Mastercard International |
| Marca | Mastercard |
| Data di Prima Diffusione/Publicazione | 2021 / 6 |
| Settore | Plastic Cards/Investimenti |
| Tipo di Media | Televisione |
| Lunghezza | |
| Advertising Manager | Cheryl Guerin |
| Chief Creative Officer | Thomas Murphy |
| Chief Creative Officer | Sean Bryan |
| Global Executive Creative Director | Pierre Lipton |
| Global Executive Creative Director | Adrian Botan |
| Executive Creative Director | Pete Jones |
| Group Creative Director | Cinzia Crociani |
| Associate Creative Director | Lucas Crigler |
| Art Director | Andre DeCastro |
| Casa di Produzione | Hungry Man |
| Director | Brian Buckley |
3. Sberkassa / George from 1973
| Titolo | George from 1973 |
| Agenzia | Leo Burnett Moscow |
| Campagna | George from 1973 |
| Cliente | Sberkassa |
| Marca | Sberkassa |
| Posted | Giugno 2021 |
| Settore | Istituti di Credito |
| Tipo di Media | Televisione |
| Lunghezza |
4. Mastercard / True Name
| Titolo | True Name |
| Agenzia | McCann New York |
| Campagna | True Name |
| Cliente | Mastercard International |
| Marca | Mastercard |
| Posted | Aprile 2021 |
| Settore | Finanza/Assicurazioni |
| Tipo di Media | Altre |
| Lunghezza | |
| Casa di Produzione | Hungry Man |
| Director | Brian Buckley |
| Executive Producer | Mino Jarjoura |
| Executive Producer | Caleb Dewart |
| Executive Producer | Dan Duffy |
| Editor | Jason MacDonald |
5. State Farm / The Last Dance Deep Fake
| Titolo | The Last Dance Deep Fake |
| Agenzia | Translation/ ESPN CW |
| Campagna | The Last Dance Deep Fake |
| Cliente | State Farm |
| Marca | State Farm |
| Posted | Aprile 2021 |
| Settore | Finanza/Assicurazioni |
| Tipo di Media | Altre |
| Lunghezza | |
| Chief Executive Officer / Founder | Steve Stoute |
| Group Creative Director | Alex Kaplan |
| Group Creative Director | Barry Katz |
| Art Director | Dupree Bostic |
| Copywriter | Lucas Kelly |
| Account Director | Julia Farber |
| Account Executive | Stephen Rich |
| Assistant Account Executive | Bridget Derraugh |
| Group Strategy Director | John McBride |
| Strategy Director | Shani Syphrett |
| Strategist | Megan Mundo |
| Group Context Director | Joel Rodriguez |
| Senior Context Strategist | Jay Legaspi |
| Senior Data Analyst | Jineen Carcamo |
| Senior Project Manager | Ali Schurz |
| VP ESPN CreativeWorks | Carrie Brzezinski-Hsu |
| VP Production ESPN CreativeWorks | Anthony Nelson |
| Sr. Director Production ESPN CreativeWorks | Kyle Wright |
| Sr. Creative Director ESPN CreativeWorks | Jay Marrotte |
| Creative Director ESPN CreativeWorks | Jamie Overkamp |
| Producer ESPN CreativeWorks | Nick Aquilino |
| Writer ESPN CreativeWorks | Andy Truong |
| Director Talent Management ESPN | Chris Duffy |
| Director Talent Relations ESPN | Lisa Stokes |
| Sr. Social Media Brand Content Specialist ESPN | Nicole Gartner |
| Manager CW Strategy | Colin Ryan |
| Director | Amy Adelbush |
| Associate Director | Meghan Barron |
| Supervisor | Sam Rosin |
| Assistant Account Executive | Daniel Johnson |
| Associate Director | Evin Gerofsky |
| Account Executive | Caileigh Tauckus |
| Creative Director | Shaun Collings |
| Managing Director | Geno Imbriale |
| Executive Producer | Kate Aspell |
| Editor | Louie Cohen |
| Audio Post | Eleven |
| Rod Basham | |
| Direttore della fotografia | Carlos Reyes |
| Head of Production | Sparkle Jones |
| Editor | James Boger |
| Audio Post | TJ Dumser |
| Image Design | Darren Dai |
| Chris Weingart |
6. MasterCard / Astronomical Sales (167s)
| Titolo | Astronomical Sales (167s) |
| Agenzia | FP7/DXB - McCann Worldgroup |
| Campagna | Astronomical Sales |
| Cliente | Mastercard International |
| Marca | MasterCard |
| Posted | Novembre 2021 |
| Settore | Plastic Cards/Investimenti |
| Trama | In the slowest retail period in Dubai (right after the festive shopping season), on 26 December, Mastercard built a unique data-driven promotion, in partnership the leading homegrown e-commerce platform.Tied to a rare eclipse that had been 172 years in the making, we created a priceless shopping experience.Astronomical Sales helped Mastercard win attention, share-of-wallet and grow users.At the same time, it built trust by trial in a predominantly cash-on-delivery shopping culture:Results:15 times higher than usual in the banner click through rate on Noon.com’s homepage.18,282 new registered Mastercard users on noon.com in one day vs. the average benchmark of less than 1,000 a day.8,000+ active users during the eclipse period vs. the average of less than 200 for the same duration on the best day.All products promoted were sold out during the eclipse – a record for e-commerce in the UAE. |
| Problema | Driving acquisitions and usage for Mastercard during UAE's festive and shopping season. |
| Tipo di Media | Case Study |
| Entrant Company | FP7 McCann Dubai |
| Idea | FP7 McCann Dubai |
| Media | Dentsu Carat |
| Sound | MangoJam Studio |
7. HSBC / The Homeless Bank Account
| Titolo | The Homeless Bank Account |
| Agenzia | Wunderman Thompson UK |
| Campagna | The Homeless Bank Account |
| Cliente | HSBC |
| Marca | HSBC |
| Posted | Mag 2021 |
| Settore | Finanza/Assicurazioni |
| Trama | Traditionally, banks require photo identification and proof of address to open an account. But these are documents that many homeless people may no longer have. So, the way in which society’s financial system has been designed means that once you’ve fallen out of it, it’s incredibly hard to find your way back in.At HSBC UK branches, people without a fixed address can now open a bank account using a participating charity’s address as their proof of identity (as long as they are accompanied by a charity caseworker that is). This partnership allows the homeless to reconnect with society and helps break the cycle of financial exclusion.To raise awareness of the service we took to the streets using data to pinpoint locations with the highest levels of homelessness that were also in close proximity to an HSBC UK branch that offered the service. |
| Tipo di Media | Case Study |
| Lunghezza | |
| Account Executive | Amirah Hajat |
| Creative Team | Craig Hunt |
| Strategist | Eleanor Metcalf |
| Designer | Graham Channon |
| Creative Team | James Humphreys |
| Business Director | Claire Chislett |
| Account Director | Luke Thornton |
| Account Manager | Olivia Taylor |
| Strategy Director | Omar El Gammal |
| Production Company Producer | Tom Lawrence |
| Designer | Bryan Riddle |
8. BBK / The last older person to die in loneliness
| Titolo | The last older person to die in loneliness |
| Agenzia | LLYC |
| Campagna | Invisible Loneliness |
| Cliente | BBK |
| Marca | BBK |
| Posted | Luglio 2021 |
| Settore | Finanza/Assicurazioni |
| Tipo di Media | Case Study |
| Lunghezza | |
| Announcement Team | Ursula Lopez |
| Announcement Team | Sonia Egea |
| Announcement Team | Mireya Alvarez |
| Production | Berde Produkzioak |
| Sculpture Creation | Ruben Orozco |
| Sculpture Creation | Clara-Ines Alcantara |
| General Creative Direction | David-Gonzalez Natal |
| Creative Director | Julio-Alonso Caballero |
| Strategic Planner | Pablo Hernandez de Urrutia |
| Junior Strategic Planner | Maria Olivares Aires |
| Corporate Communications Manager | Pilar Torner |
| Corporate Communications Manager | Maria Arocha |
| Corporate Communications Manager | Asier Sannio |
| Corporate Communications Manager | Carmen García Morales |
| Graphic Design and Visual Identity | Maria Garcia |
| Graphic Design and Visual Identity | Eugenia Mas |
9. MasterCard / Safe Waze 2 Shop
| Titolo | Safe Waze 2 Shop |
| Agenzia | McCann Worldgroup Sp. z o.o. |
| Campagna | Safe Waze 2 Shop |
| Cliente | Mastercard International |
| Marca | MasterCard |
| Posted | Giugno 2021 |
| Settore | Plastic Cards/Investimenti |
| Tipo di Media | Case Study |
| Lunghezza | |
| Art Director | Janka Szwykowska |
| Art Director | Anna Solianyk |
| Chief Creative Officer | Josh Stein |
| Creative Director | Bartek Klimaszewski |
| Creative Director | Mike Shuman |
| Creative Director | Gail Pak |
| Executive Creative Director | Marcin Sosiński |
| Producer | Dominika Grzegdala |
| Social Media Manager | Natalia Żmuda |
| Social Media Manager | Klaudia Karkulowska |
| Account Supervisor | Natalia Rostworowska |
| Copywriter | Zbigniew Marczak |
| Copywriter | Filip Kurkiewicz |
| Account Executive | Assya Daskalova |
| Account Manager | Igor Seweryn |
| Account Manager | Julia Lenoir |
| Developer | Kamil Łobodiuk |
| Casa di Produzione | Isobar |
| Content Creative, Copywriter | Lukasz Kolakowski |
| Data Scientist | Marta Pędzik |
| Director | Marek Kolano |
| Director, Head of Communications | Anna Marciniak |
| Group Account Director | Emily MacLaurin-King |
| Group Account Director | Patrycja Pachnik |
| Media Agency | Carat Poland |
| Group Business Director | Małgorzata Tereszczenko |
| Advertising Manager | Ewelina Kundys |
| Marketing Director | Jerzy Holub |
| Marketing Manager | Anna Borowska |
| Marketing, Digital and eCommerce Director | Michał Sacha |
| Motion Designer | Magdalena Bąk |
| Motion Designer | Vladyslaw Kravets |
| Motion Designer, Art. Director | Małgorzata Wojtkowiak |
| Senior Analyst, Marketing | Małgorzata Szczerbińska |
| Senior Communications Planner | Claudia Minella |
| Solutions Architect | Tomasz Struczyński |
| Strategic Planner | Adam Stasiak |
| Strategy | Marcin Samek |
| Technology Team Leader | Stefan Kasztelewicz |
| Technology Team Leader | Konrad Ochal |
| Traffic Manager | Jędrek Zamorowski |
| UI Designer | Mikołaj Kołkowski |
| Video Postproduction Manager | Rafal Jastrzebski |
| VP, Digital Strategy | Michael Cooper |
10. Mastercard / Roadside Market
| Titolo | Roadside Market |
| Agenzia | McCann Worldgroup Romania |
| Campagna | Roadside Market |
| Cliente | Mastercard International |
| Marca | Mastercard |
| Posted | Giugno 2021 |
| Settore | Plastic Cards/Investimenti |
| Tipo di Media | Case Study |
| Lunghezza | |
| Advertising Manager | Cosmin Vladimirescu |
| Regional Creative Director | Catalin Dobre |
11. HomeEquity Bank / World's Oldest e-Sport Team
| Titolo | World's Oldest e-Sport Team |
| Agenzia | Zulu Alpha Kilo |
| Campagna | World's Oldest E-sports Team |
| Cliente | HomeEquity Bank |
| Marca | HomeEquity Bank |
| Data di Prima Diffusione/Publicazione | 2020 / 11 |
| Settore | Finanza/Assicurazioni |
| Tipo di Media | Gaming |
| Lunghezza |
12. HomeEquity Bank / World's Oldest E sports Team CS
| Titolo | World's Oldest E sports Team CS |
| Brief | November 11th is Remembrance Day, when Canada honours its veterans. This tradition is fading among younger Canadians, many of whom are only connected to our military history through video games like Call of Duty. Home Equity Bank partnered with the Royal Canadian Legion to assemble a team of WWII veterans, all over 90 years of age. Banding together under the moniker Team Legion, they joined popular games based on WWII – not to play, but to tell their true stories to younger generations. They appeared live on gaming platforms like Twitch alongside popular video game streamers who joined them for an in-game moment of silence, listened to their stories and honoured their service. |
| Agenzia | Zulu Alpha Kilo |
| Campagna | World's Oldest E-sports Team |
| Cliente | HomeEquity Bank |
| Marca | HomeEquity Bank |
| Data di Prima Diffusione/Publicazione | 2020 / 11 |
| Prodotto | HomeEquity Bank |
| Settore | Finanza/Assicurazioni |
| Trama | To keep Remembrance Day relevant for younger generations, Home Equity Bank partnered with The Royal Canadian Legion to recruit four veterans (all over 90 years of age) to form the world’s oldest E-Sports team; “Team Legion”. Video game influencers on Twitch, YouTube and Facebook Live joined them on virtual battlefields not to play, but to lay down their controllers, hear their stories and honor their service. The world’s oldest E-Sports team reminded the young generation that war is not a game. |
| Tipo di Media | Case Study |
| Lunghezza | |
| Creative Director | Zak Mroueh |
| Art Director | Vic Bath |
| Art Director | Michael Romaniuk |
| Copywriter | Dan Cummings |
| Copywriter | Jackson Kemp |
| Designer | Zoe Kim |
| Designer | Jeff Watkins |
| Designer | Vic Bath |
| Account Manager | Anjelica Kapetanos |
| Account Manager | David Tremblay |
| Planning Team | Tim Hopkins |
| Advertising Manager | Niary Toodakian |
| Advertising Manager | Yvonne Ziomecki |
| Advertising Manager | Vivianne Gauci |
| Advertising Manager | Erin Wilson |
| Media Manager | Dwayne Mataseje |
| Media Manager | Mitchell Cornelisse |
| PR Agency | Provident Communications |
| Corporate Communications Manager | Morgan McLellan |
| Production Company Producer | Mitch Cappe |
| Casa di Produzione | Zulubot |
| Editor | Micah Rix-Hayes |
| Agency | Zulu Alpha Kilo |
| Creative Director | Zak Mroueh |
| Art Director | Vic Bath, Michael Romaniuk |
| Writer | Dan Cummings, Jackson Kemp |
| Designer | Zoe Kim, Jeff Watkins, Vic Bath |
| Account Team | Anjelica Kapetanos, David Tremblay |
| Planning Team | Tim Hopkins |
| Client | HomeEquity Bank |
| Clients | Niary Toodakian, Yvonne Ziomecki, Vivianne Gauci, Erin Wilson |
| Media Agency | OMD |
| Media Team | Dwayne Mataseje, Mitchell Cornelisse |
| PR Agency | Provident Communications |
| PR Team | Morgan McLellan |
| Producer | Mitch Cappe |
| Production House | Zulubot |
| Editor | Micah Rix-Hayes |
13. NRMA / Sloways
| Titolo | Sloways |
| Agenzia | CHEP Network |
| Campagna | Sloways |
| Cliente | NRMA |
| Marca | NRMA |
| Posted | Marzo 2021 |
| Settore | Assicurazioni |
| Tipo di Media | Esterna |
| Lunghezza | |
| Chief Marketing Officer (CMO) | Brent Smart |
| Director of Content | Zara Curtis |
| Brand Marketing Director | Sally Kiernan |
14. AAMI / Warning Spots
| Titolo | Warning Spots |
| Agenzia | Ogilvy Australia & New Zealand |
| Campagna | Warning Spots |
| Cliente | Suncorp Group |
| Marca | AAMI |
| Posted | Giugno 2019 |
| Settore | Assicurazioni |
| Tipo di Media | Case Study |
| Lunghezza | |
| Executive Creative Director | David Ponce de Leon |
| Creative Director | Lenna Boland |
| Art Director | Axel Tagg |
| Associate Creative Director | Tom Russell |
| Group Account Director | Milly Scott |
15. NRMA / Climate Warriors (Trailer)
| Titolo | Climate Warriors (Trailer) |
| Agenzia | Thinkerbell Pty Ltd |
| Campagna | Climate Warriors |
| Cliente | NRMA |
| Marca | NRMA |
| Posted | Luglio 2021 |
| Settore | Assicurazioni |
| Tipo di Media | Gaming |
| Lunghezza | |
| Più informazioni | https://climate-warriors.squarespace.com/ |
| Head Creative | Seshan Moodley |
| Executive Creative Director | Paul Swann |
| Lead Thinker- Earned | Taylor York |
| Thinker- Earned | Laura Mitchell |
| Head Thinker | Ruth Hatch |
| Chief Strategy Officer | Adam Ferrier |
| Chief Marketing Officer (CMO) | Brent Smart |
| Group Brand Strategy Director | Caroline Hugall |
| Brand Strategy Lead | Anna Jackson |
| Creative & Innovation Specialist | Danielle Picker |
| Lead Thinker | Laura Popa |
| Thinker | Josh Green |
| Thinker | Jacq Henderson |
| Head of Production | Grant Anderson |
| Agency Producer | Romy Turner |
| Chief Creative Officer | Jim Ingram |
| Head Thinker- Earned | Natalie Duncan |
| Director of Content & Customer Engagement | Zara Curtis |
| Marketing Director, Brand | Sally Kiernan |
| Advisor, Corporate Communications | Joanne McIntosh |
16. ANZ Bank / Mr Humfreez
| Titolo | Mr Humfreez |
| Agenzia | TBWA Group New Zealand |
| Campagna | Mr Humfreez |
| Cliente | ANZ |
| Marca | ANZ Bank |
| Data di Prima Diffusione/Publicazione | 2019 / 8 |
| Settore | Istituti di Credito |
| Filosofia | Mr Humfreez by ANZ Bank is a household device that shows New Zealanders if their home is too damp or too cold. Instead of a plastic gadget, it’s a biodegradable device that doesn't require a power source. Mr Humfreez is scientifically calibrated to WHO guidelines for a healthy home. His hygroscopic horns are programmed to uncurl when humidity rises above 65%. Bespoke thermochromic ink on his face turns blue when the temperature dips below 18°C. |
| Tipo di Media | Packaging, Branding & Design |
| Lunghezza | |
| Chief Creative Officer | Shane Bradnick |
| Chief Executive Officer (CEO) | Catherine Harris |
| Executive Creative Director | Guy Roberts |
| Design Creative Director | Wiktor Skoog |
| Creative Director | Ashwin Gopal |
| Creative Director | Julian Andrews |
| Art Director | Watchara Tansrikeat |
| Designer | David Correa |
| Design | Ye Sul Elly Cho |
| Design | Jim Shi |
| Design | Ammar Ghazal |
| Head Of Planning | Matthew Kingston |
| General Manager | Kate Heatley |
| Group Business Director | Ruth Coulson |
| Senior Producer | Mark Paisey |
| TV Production | Jodie Hari |
| Executive Producer | James Moore |
| Director | James Solomon |
| Head of Post Production | Blair Walker |
| Chief Marketing Officer (CMO) | Astrud Burgess |
| Head of Consumer | Matthew Pickering |
| Senior Marketing Manager | Kimberely Smyth |
| Marketing Manager | Kimberely Smyth |
| Mac Operator | Laura Callan |
| PR Managing Director | Angelina Farry |
| PR Account Director | Ian Benet |
| Producer | Camillo Spath |
17. CIGNA / See Stress Differently (Behind the Scenes)
| Titolo | See Stress Differently (Behind the Scenes) |
| Agenzia | McCann Hong Kong |
| Campagna | Stress Portraits |
| Cliente | CIGNA |
| Marca | CIGNA |
| Data di Prima Diffusione/Publicazione | 2019 / 9 |
| Settore | Assicurazioni |
| Filosofia | We are all affected by stress in some way. But it’s hard to take control of something we can’t see. Using a cutting-edge mixture of data, technology and art, McCann and Cigna partnered with doctors, technologists and artists to visualize stress in the body and mind for the first time. |
| Tipo di Media | Web Film |
| Lunghezza | |
| Artista | Sean Sullivan |
| Casa di Produzione | CRAFT |
