Master Card

THE CHALLENGE

Successfully apply the Master Card “Priceless” campaign formula to Formula One Racing for a slightly older, global audience.

THE INSIGHT

Every race fan dreams of seeing the track from behind the wheel of a Formula One car. No matter what your age, it’s still possible to give it a go with the right attitude and a bit of resourcefulness.

THE SOLUTION

The campaign curates priceless experiences in a way that’s both universal and relatable. The fantasy of driving Formula One is about escaping the ordinary, the everyday commute, the trip to the soccer field, the drive to the mall. It’s about escaping just enough to make that next trip for a quart of milk a little bit more tolerable.

THE RESULT

A global Formula One spot that lived up to the “Priceless” campaign premise and promise in any language, in any country.