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)
| Titulo | 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. |
| Agência | McCann New York |
| Campanha | True Name |
| Anunciante | Mastercard International |
| Marca | Mastercard |
| Posted | Novembro 2021 |
| Sector Empresarial | Cartões de crédito |
| História | 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 de Mídia | Case Study |
| Entrant Company | McCann New York |
2. Mastercard / True Name
| Titulo | True Name |
| Titulo (língua original) | Acceptance Matters |
| Agência | McCann New York |
| Campanha | True Name |
| Anunciante | Mastercard International |
| Marca | Mastercard |
| Data da primeira Transmissão/Publicação | 2021 / 6 |
| Sector Empresarial | Cartões de crédito |
| Tipo de Mídia | Televisão |
| Comprimento | |
| Director de publicidade | Cheryl Guerin |
| Chief Creative Officer | Thomas Murphy |
| Chief Creative Officer | Sean Bryan |
| Global Executive Creative Director | Pierre Lipton |
| Global Executive Creative Director | Adrian Botan |
| Director executivo criativo | Pete Jones |
| Group Creative Director | Cinzia Crociani |
| Director assistente criativo | Lucas Crigler |
| Director de arte | Andre DeCastro |
| Produtora | Hungry Man |
| Realizador | Brian Buckley |
3. Sberkassa / George from 1973
| Titulo | George from 1973 |
| Agência | Leo Burnett Moscow |
| Campanha | George from 1973 |
| Anunciante | Sberkassa |
| Marca | Sberkassa |
| Posted | Junho 2021 |
| Sector Empresarial | Serviços bancários, investimentos, corretores de bolsa |
| Tipo de Mídia | Televisão |
| Comprimento |
4. Mastercard / True Name
| Titulo | True Name |
| Agência | McCann New York |
| Campanha | True Name |
| Anunciante | Mastercard International |
| Marca | Mastercard |
| Posted | Abril 2021 |
| Sector Empresarial | Banca, finanças, lei e seguros |
| Tipo de Mídia | Outros |
| Comprimento | |
| Produtora | Hungry Man |
| Realizador | Brian Buckley |
| Produtor executivo | Mino Jarjoura |
| Produtor executivo | Caleb Dewart |
| Produtor executivo | Dan Duffy |
| Editor | Jason MacDonald |
5. State Farm / The Last Dance Deep Fake
| Titulo | The Last Dance Deep Fake |
| Agência | Translation/ ESPN CW |
| Campanha | The Last Dance Deep Fake |
| Anunciante | State Farm |
| Marca | State Farm |
| Posted | Abril 2021 |
| Sector Empresarial | Banca, finanças, lei e seguros |
| Tipo de Mídia | Outros |
| Comprimento | |
| Chief Executive Officer / Founder | Steve Stoute |
| Group Creative Director | Alex Kaplan |
| Group Creative Director | Barry Katz |
| Director de arte | Dupree Bostic |
| Redator | Lucas Kelly |
| Director de contas | Julia Farber |
| Executivo de contas | Stephen Rich |
| Assistant Account Executive | Bridget Derraugh |
| Group Strategy Director | John McBride |
| Diretor de Estratégia | Shani Syphrett |
| Estrategista | 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 |
| Realizador | Amy Adelbush |
| Associate Director | Meghan Barron |
| Supervisor | Sam Rosin |
| Assistant Account Executive | Daniel Johnson |
| Associate Director | Evin Gerofsky |
| Executivo de contas | Caileigh Tauckus |
| Director criativo | Shaun Collings |
| Managing Diretor | Geno Imbriale |
| Produtor executivo | Kate Aspell |
| Editor | Louie Cohen |
| Audio Post | Eleven |
| Rod Basham | |
| Director de fotografia | Carlos Reyes |
| Chefe de produção | Sparkle Jones |
| Editor | James Boger |
| Audio Post | TJ Dumser |
| Design de imagens | Darren Dai |
| Chris Weingart |
6. MasterCard / Astronomical Sales (167s)
| Titulo | Astronomical Sales (167s) |
| Agência | FP7/DXB - McCann Worldgroup |
| Campanha | Astronomical Sales |
| Anunciante | Mastercard International |
| Marca | MasterCard |
| Posted | Novembro 2021 |
| Sector Empresarial | Cartões de crédito |
| História | 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 de Mídia | Case Study |
| Entrant Company | FP7 McCann Dubai |
| Idea | FP7 McCann Dubai |
| Media | Dentsu Carat |
| Sound | MangoJam Studio |
7. HSBC / The Homeless Bank Account
| Titulo | The Homeless Bank Account |
| Agência | Wunderman Thompson UK |
| Campanha | The Homeless Bank Account |
| Anunciante | HSBC |
| Marca | HSBC |
| Posted | Mai 2021 |
| Sector Empresarial | Banca, finanças, lei e seguros |
| História | 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 de Mídia | Case Study |
| Comprimento | |
| Executivo de contas | Amirah Hajat |
| Equipa criativa | Craig Hunt |
| Estrategista | Eleanor Metcalf |
| Designer | Graham Channon |
| Equipa criativa | James Humphreys |
| Diretor dos Negócios | Claire Chislett |
| Director de contas | Luke Thornton |
| Account Manager | Olivia Taylor |
| Diretor de Estratégia | Omar El Gammal |
| Producer | Tom Lawrence |
| Designer | Bryan Riddle |
8. BBK / The last older person to die in loneliness
| Titulo | The last older person to die in loneliness |
| Agência | LLYC |
| Campanha | Invisible Loneliness |
| Anunciante | BBK |
| Marca | BBK |
| Posted | Julho 2021 |
| Sector Empresarial | Banca, finanças, lei e seguros |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Announcement Team | Ursula Lopez |
| Announcement Team | Sonia Egea |
| Announcement Team | Mireya Alvarez |
| Produção | Berde Produkzioak |
| Sculpture Creation | Ruben Orozco |
| Sculpture Creation | Clara-Ines Alcantara |
| General Creative Direction | David-Gonzalez Natal |
| Director criativo | Julio-Alonso Caballero |
| Planeador estratégico | Pablo Hernandez de Urrutia |
| Junior Strategic Planner | Maria Olivares Aires |
| RP / comunicação corporativa | Pilar Torner |
| RP / comunicação corporativa | Maria Arocha |
| RP / comunicação corporativa | Asier Sannio |
| RP / comunicação corporativa | Carmen García Morales |
| Graphic Design and Visual Identity | Maria Garcia |
| Graphic Design and Visual Identity | Eugenia Mas |
9. MasterCard / Safe Waze 2 Shop
| Titulo | Safe Waze 2 Shop |
| Agência | McCann Worldgroup Sp. z o.o. |
| Campanha | Safe Waze 2 Shop |
| Anunciante | Mastercard International |
| Marca | MasterCard |
| Posted | Junho 2021 |
| Sector Empresarial | Cartões de crédito |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Director de arte | Janka Szwykowska |
| Director de arte | Anna Solianyk |
| Chief Creative Officer | Josh Stein |
| Director criativo | Bartek Klimaszewski |
| Director criativo | Mike Shuman |
| Director criativo | Gail Pak |
| Director executivo criativo | Marcin Sosiński |
| Produtor | Dominika Grzegdala |
| Social Media Manager | Natalia Żmuda |
| Social Media Manager | Klaudia Karkulowska |
| Supervisor de conta | Natalia Rostworowska |
| Redator | Zbigniew Marczak |
| Redator | Filip Kurkiewicz |
| Executivo de contas | Assya Daskalova |
| Account Manager | Igor Seweryn |
| Account Manager | Julia Lenoir |
| Developer | Kamil Łobodiuk |
| Produtora | Isobar |
| Content Creative, Copywriter | Lukasz Kolakowski |
| Data Scientist | Marta Pędzik |
| Realizador | Marek Kolano |
| Director, Head of Communications | Anna Marciniak |
| Group Account Director | Emily MacLaurin-King |
| Group Account Director | Patrycja Pachnik |
| Agência de Mídia | Carat Poland |
| Group Business Director | Małgorzata Tereszczenko |
| Director de publicidade | 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 |
| Planeador estratégico | 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
| Titulo | Roadside Market |
| Agência | McCann Worldgroup Romania |
| Campanha | Roadside Market |
| Anunciante | Mastercard International |
| Marca | Mastercard |
| Posted | Junho 2021 |
| Sector Empresarial | Cartões de crédito |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Director de publicidade | Cosmin Vladimirescu |
| Regional Creative Director | Catalin Dobre |
11. HomeEquity Bank / World's Oldest e-Sport Team
| Titulo | World's Oldest e-Sport Team |
| Agência | Zulu Alpha Kilo |
| Campanha | World's Oldest E-sports Team |
| Anunciante | HomeEquity Bank |
| Marca | HomeEquity Bank |
| Data da primeira Transmissão/Publicação | 2020 / 11 |
| Sector Empresarial | Banca, finanças, lei e seguros |
| Tipo de Mídia | Gaming |
| Comprimento |
12. HomeEquity Bank / World's Oldest E sports Team CS
| Titulo | 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. |
| Agência | Zulu Alpha Kilo |
| Campanha | World's Oldest E-sports Team |
| Anunciante | HomeEquity Bank |
| Marca | HomeEquity Bank |
| Data da primeira Transmissão/Publicação | 2020 / 11 |
| Produto | HomeEquity Bank |
| Sector Empresarial | Banca, finanças, lei e seguros |
| História | 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 de Mídia | Case Study |
| Comprimento | |
| Director criativo | Zak Mroueh |
| Director de arte | Vic Bath |
| Director de arte | Michael Romaniuk |
| Redator | Dan Cummings |
| Redator | Jackson Kemp |
| Designer | Zoe Kim |
| Designer | Jeff Watkins |
| Designer | Vic Bath |
| Account Manager | Anjelica Kapetanos |
| Account Manager | David Tremblay |
| Planning Team | Tim Hopkins |
| Director de publicidade | Niary Toodakian |
| Director de publicidade | Yvonne Ziomecki |
| Director de publicidade | Vivianne Gauci |
| Director de publicidade | Erin Wilson |
| Media Manager | Dwayne Mataseje |
| Media Manager | Mitchell Cornelisse |
| PR Agency | Provident Communications |
| RP / comunicação corporativa | Morgan McLellan |
| Producer | Mitch Cappe |
| Produtora | 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
| Titulo | Sloways |
| Agência | CHEP Network |
| Campanha | Sloways |
| Anunciante | NRMA |
| Marca | NRMA |
| Posted | Março 2021 |
| Sector Empresarial | Seguros |
| Tipo de Mídia | Exterior |
| Comprimento | |
| Chief Marketing Officer (CMO) | Brent Smart |
| Director of Content | Zara Curtis |
| Brand Marketing Director | Sally Kiernan |
14. AAMI / Warning Spots
| Titulo | Warning Spots |
| Agência | Ogilvy Australia & New Zealand |
| Campanha | Warning Spots |
| Anunciante | Suncorp Group |
| Marca | AAMI |
| Posted | Junho 2019 |
| Sector Empresarial | Seguros |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Director executivo criativo | David Ponce de Leon |
| Director criativo | Lenna Boland |
| Director de arte | Axel Tagg |
| Director assistente criativo | Tom Russell |
| Group Account Director | Milly Scott |
15. NRMA / Climate Warriors (Trailer)
| Titulo | Climate Warriors (Trailer) |
| Agência | Thinkerbell Pty Ltd |
| Campanha | Climate Warriors |
| Anunciante | NRMA |
| Marca | NRMA |
| Posted | Julho 2021 |
| Sector Empresarial | Seguros |
| Tipo de Mídia | Gaming |
| Comprimento | |
| Mais Informações | https://climate-warriors.squarespace.com/ |
| Head Creative | Seshan Moodley |
| Director executivo criativo | 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 |
| Chefe de produção | Grant Anderson |
| Produtor da agência | 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
| Titulo | Mr Humfreez |
| Agência | TBWA Group New Zealand |
| Campanha | Mr Humfreez |
| Anunciante | ANZ |
| Marca | ANZ Bank |
| Data da primeira Transmissão/Publicação | 2019 / 8 |
| Sector Empresarial | Serviços bancários, investimentos, corretores de bolsa |
| 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 de Mídia | Packaging, marcas e design |
| Comprimento | |
| Chief Creative Officer | Shane Bradnick |
| Chief Executive Officer (CEO) | Catherine Harris |
| Director executivo criativo | Guy Roberts |
| Design Creative Director | Wiktor Skoog |
| Director criativo | Ashwin Gopal |
| Director criativo | Julian Andrews |
| Director de arte | 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 |
| Produtor executivo | James Moore |
| Realizador | 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 |
| Produtor | Camillo Spath |
17. CIGNA / See Stress Differently (Behind the Scenes)
| Titulo | See Stress Differently (Behind the Scenes) |
| Agência | McCann Hong Kong |
| Campanha | Stress Portraits |
| Anunciante | CIGNA |
| Marca | CIGNA |
| Data da primeira Transmissão/Publicação | 2019 / 9 |
| Sector Empresarial | Seguros |
| 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 de Mídia | Viral |
| Comprimento | |
| Artist | Sean Sullivan |
| Produtora | CRAFT |
