MasterCard - "Room for Everyone " by ANDY Awards 2025
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MasterCard - "Room for Everyone "
This ad is part of the ACT Responsible Collection
- Brand: MasterCard
- Country: Poland
- Advertiser: Mastercard International
| Title | Room for Everyone |
| Brief | Mastercard is a company that believes in “doing well by doing good”, supporting financial inclusion thanks to technology and data. Two years after Russia's invasion of Ukraine, approximately 1.5 million Ukrainians remain in Poland. The initial wave of sympathy and support from Polish society began to change, giving way to economic anxieties and social tensions. Mastercard aimed to shift the negative perceptions of Ukrainian refugees by highlighting the positive economic contributions of Ukrainian-owned businesses in Poland. To achieve it Mastercard created special data tool called “Room for Everyone”.Using aggregated and anonymized transactional data, foot traffic, air quality information, and insights into business complementarity, the tool is showing optimal locations where Ukrainian businesses could open next to Polish businesses to the mutual benefit of both. By pairing complementary businesses that could support each other’s growth, such as a restaurant next to a beauty salon, the platform demonstrated and promoted beneficial relationships, showing Ukrainians as valuable economic partners. We are turning competition, something that always scared entrepreneurs into something positive, they should actively seek and support.Mastercard effectively turned data into a tool for social change, promoting economic cooperation that benefited both local Polish entrepreneurs and Ukrainian refugees seeking new beginnings. |
| Agency | McCann Poland |
| Campaign | Room for Everyone |
| Advertiser | Mastercard International |
| Brand | MasterCard |
| Date of First Broadcast/Publication | 2024 / 4 |
| Business Sector | Credit Cards |
| Story | Mastercard launched "WhereToStart," a digital tool to help Polish and Ukrainian businesses identify optimal locations to open shop using a complementary business data model. Part of the 'Room for Everyone' initiative, it builds on the successful 'Where to Settle' platform, which earned the SDG Grand Prix and Titanium Lion at Cannes. With over 310,000 new companies in Poland in 2022 and 1,000 new businesses daily, many of which are Ukrainian, "WhereToStart" aims to support this entrepreneurial growth. It helps entrepreneurs find the best location for their businesses using anonymized Mastercard spending trends and additional data like street traffic and noise levels. This tool, free of charge, offers information previously available only to large companies. WhereToStart is user-friendly, requiring no registration, and works on both mobile and desktop devices. It provides insights into business potential, surroundings, and complementary businesses, helping users make informed decisions. It covers 37 major Polish cities and includes access to commercial property listings, thanks to a partnership with the Morizon-Gratka Group. Data is aggregated and anonymized according to Mastercard's secure processing rules, ensuring user privacy. |
| Media Type | Case Study |
| Length | |
| AI Description | The ad for MasterCard presents the 'Room for Everyone' initiative, focusing on the integration of Ukrainian refugees into the Polish economy through the 'WhereToStart' tool. Frame by frame, news segments and testimonies reveal the crisis caused by the influx of Ukrainian refugees to Poland and how businesses are adapting. The 'WhereToStart' tool is featured, showing how it analyzes business placement data, supporting both Polish and Ukrainian entrepreneurs. The narrative underscores the idea of collaboration and mutual benefit, emphasizing how businesses from both nations can thrive together. Visuals include graphics illustrating business setups and the tool's interface, along with testimonials from business owners. |
| Production Company | Craft |
| Account Supervisor | Anna Sokołowska |
| Art Director | Barbara Olech |
| Broadcast Producer | Damian Szojda |
| Copywriter | Anna Posuniak |
| Creative Director | Bartosz Jeglejewski |
| Graphic Designer | Kamil Rekosz |
| Managing Director / Executive Creative Director | Marcin Sosiński |
| Motion Designer | Magdalena Bąk |
| Senior Art Director | Adam Głowacki |
| Senior Art Director | Paweł Cholewa |
| Senior Copywriter | Ignacy Lukasiewicz |
| Senior Copywriter | Kamil Kuć |
| Senior Copywriter | Mateusz Gaca |
| Senior Strategist | Michał Sławiński |
| Traffic Manager | Jędrek Zamorowski |
| Global Chief Creative Officer | Javier Campopiano |
| Editor | Aindreas O’Gallchoir |
| Editor | Ilya Katsap |
| Production Company | Dynamo Film |
| Director | Tomasz Okulicz |
| Director of Photography (DOP) | Iwo Rachwał |