Mastercard and MRM Brazil won Gold at The Drum Awards for its innovative ‘Carnival Makeup Stones’ campaign, blending contactless payment technology with Brazilian Carnival’s vibrant costume culture to provide a secure, seamless transaction method.
Carnival is Brazil's biggest and most iconic cultural event, attracting millions of people from around the world and generating nearly $2.5 billion in transactions annually.
However, the combination of massive crowds and the absence of secure pockets in costumes creates a risky environment, where theft is common. In fact, 3 out of 10 Brazilians have experienced it during Carnival.
To address this challenge, Mastercard introduced a payment solution that allows people to enjoy Carnival freely while making transactions safely. But this wasn’t just any payment method—it was an innovation designed to seamlessly blend with Carnival culture.
During the festivities, revelers express their creativity by wearing elaborate costumes, colorful masks, and shimmering makeup. Embracing this tradition, Mastercard transformed its contactless payment technology into wearable Carnival makeup stones. By doing so Mastercard turned a form of social expression into a seamless payment method.
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MRM Brazil
MRM is a modern relationship marketing agency that builds enduring brand relationships. MRM's core capabilities help grow relationship lifetime value and span across...