Mastercard's "True Name" campaign has won one of two Brand Experience and Activation Grand Prix at Cannes, adding to its stash of Lions so far.
The campaign from McCann New York was created to allow transgender people to change their name easily on their credit card and was awarded alongside Burger King's Stevenage Challenge project. It had already been awarded Gold Lions in both the Direct and PR categories.
A year after announcing the launch of its True Name card—which was created to allow transgender people to change their name easily on their credit card—Mastercard has debuted a new TV spot that explains what it will mean for users.
The ad, by McCann New York, ran on ABC as part of its Pride coverage this weekend. It shows a transgender customer in a convenience store. The voiceover explains "for a transgender person, a secure payment doesn't mean protecting yourself from someone buying sneakers with your card." It goes on to explain that for a transgender person it can be the difference from being harassed, insulted or even assaulted -- just because the name on their card doesn't match the gender with which they identify. The spot was directed by Hungry Man's Bryan Buckley and features trans and non-binary actors.
The "True Name" project originally launched last year during Pride 2019 when it was accompanied by a campaign that transformed Gay Street into "Acceptance Street" with a series of street signs. Earlier this month, Mastercard expanded the scheme further, to include BMO Harris Bank consumer credit cards and small business debit and credit cards.
“Now more than ever, the world needs champions and advocates against discrimination and racism," said Cheryl Guerin, executive vice president of North America Marketing and Communications for Mastercard, in a statement. "That is why we continue to work closely with our partners, the community and the industry to elevate the voices that need to be heard as well as create financial products that reflect cardholders’ true identity. While the physical celebration of NYC Pride is different this year, the spirit of Pride and equality has never been more significant. Together with the BMO Harris expansion of True Name and continued industry conversation, we are proud to empower even more individuals in the trans and non-binary communities to embrace their identity and be the realest version of themselves.”
Earlier this month, Guerin spoke at Ad Age's Future of Creativity festival about the background to the campaign, together with McCann global Executive Creative Director Pierre Lipton and Associate Creative Director Lucas Crigler, who is transgender and had the original idea for True Name. You can replay the interview here.