ULTRAGRAV, together with four other designers (Lincoln, Alvin, Kairong and Jackie) presented our campaign as finalists to MasterCard at the 2008 One Show Southeast and South Asia Workshop. Campaign media developed during the three days included AdWords marketing strategy, online display awareness advertising, special environmental advertising, MasterCard branded social applications, viral video placements and landing site.

For the longest time, VISA has positioned itself as a very flamboyant brand with heavy focus on conspicuous consumption, with its Everywhere you want to be campaign in the 1980s. MasterCard, however, developed at its core a sense of genuineness and pragmatism, almost earnest in a way through its Priceless campaign, which we further developed in our concepts. We targeted first time card users between the ages of 21 – 25, who are likely to stick to their first card as their ‘base card’ based on market research. The cornerstone of our proposed campaign hinges on the ability of colours to influence a spectrum of emotions. By allowing audiences to share these emotions and find connections with activities that influence these moments in regional countries, we envision an online ‘cultural explosion’ that brings awareness to the MasterCard brand.