Priceless has long been a heralded and celebrated creative asset.

However, there is room for improvement in terms of awareness and attribution to Mastercard. To address this, a campaign was recently developed and presented to Mastercard. This campaign was considered a step forward in how we bring Priceless to life.

The campaign found an ingenious way to express Pricelessness not through describing or explaining, but instead through a visual dramatization of Pricelessness in a way that let people see themselves in the work. It also introduced a visual branding device that placed Pricelessness within the visual storytelling.