True Name
Award: Black Pencil
Black Pencil / Experiential / Community / 2021
Award: Graphite Pencil
Graphite Pencil / PR / B2C
Award: Graphite Pencil
Graphite Pencil / PR / Product Launch
Award: Graphite Pencil
Graphite Pencil / PR / Public Affairs
Award: Wood Pencil
Wood Pencil / PR / Integrated
Since credit cards were invented they’ve always used people’s legal names, which makes perfect sense – unless you’re trans or nonbinary. And if someone hasn’t changed their name (which is difficult in many states), this can be dangerous. Mastercard wanted to change this - but needed a bank to issue new cards. So the brand launched it themselves as a call to the entire industry to change.
What did the judges have to say?
"Mastercard found a way to help the LGBTQ + community through its products – Wanda Ximena Morgana Cálix Ponce"
Wanda Ximena Morgana Cálix Ponce, Chief Creative Officer, Ogilvy & Mather Tegucigalpa
"Provided a simple and never-been-done-before solution for an issue. A kind of idea that makes people fall in love with the brand."
Jon Ip, Executive Creative Director, AKQA Shanghai
"True Name is more than a campaign or a product, it’s a powerful commitment for many people around the world. It’s about inclusion, it’s about improving people’s lives. It’s about using the power of your brand to inspire and to make a difference now and for the future."
Felix Del Valle, Chief Creative Officer, Ogilvy & Mather Sao Paulo
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