Mastercard Berlinale Sponsorship Aktivierungskampagne 2023
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Credits
Company / Customer
Details
As a co-sponsor of the Berlinale, Mastercard consciously promoted diversity in film with its activation campaign and garnered attention for its commitment as a sponsor of passions. The initiative, which raised awareness through creative campaigns on social media and the red carpet, supported talent from diverse backgrounds and demonstrated how passion for cinema and diversity can work together. In this manner, Mastercard is driving social change beyond mere payment.
The Jury‘s Statement
With the activation campaign for the Berlinale 2023, Mastercard demonstrates brand communication at the highest level. As co-sponsor of the Berlinale, Mastercard advocated diversity in film. With creative actions on social media and on the red carpet, Mastercard made it clear that the company not only takes its brand values of inclusion, justice and diversity seriously, but actively lives them. The campaign uniquely combines the passion for cinema with the social concern of diversity, creating relevant moments for all involved. The commitment to a more diverse film world and the way Mastercard communicates this message shows that brand communication can drive social change.
