Mastercard, as a brand, has coined the term “priceless” for unique experiences and value that goes beyond money. Value, that these days matters the most - reconnecting people and helping them to live for the moments, not through them.
How to best introduce Priceless Prague as a city that thanks to MasterCard offers endless possibilities to create such moments?
By creating a priceless campaign done by a unique collaboration of two of the most famous Czech personas, and make them the creative team of the campaign – Eva Herzigova (as the storyteller) and Jan Saudek (as the art director)!
Thus, the campaign featured pieces of art rather than items of a regular advertising campaign – visuals became art, information became storytelling and happenings became immersive experiences.