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Power of Priceless
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CASE STUDIES
The following case studies are examples of how we bring priceless to life with an insight that's rooted in human truth. Every campaign should be inspired by an insight.
So, what typically makes an insight priceless?
- It's relatable to others, ranging from universal, to the specific intended audience.
- It inspires emotion and human connection.
- It can be timeless or related to a relevant culture.
- It typically features a surprise or twist in how it is written, presented, or conveyed.
- It’s not an object but what the object can represent like a story, moment, experience or outcome.
Reminder that this outline is a general guidebook, not a definitive blueprint or a mandatory checklist.
- TVC
- OOH
- DIGITAL
- SOCIAL
- B2B
- B2B2C
Television is a complex and adaptable medium. For this reason, we have several layout options for integrating priceless into a TV spot.
Lockup only: You may want to use just the priceless lockup when there is no statement associated with priceless in the spot. This format may also be useful when there is little space available for additional graphics. It is preferred to keep the lockup centered to maintain a clear and confident presence.
In video and animations, use the priceless lockup accompanied by approved sonic signature.
Black Panther | 2022 | B2C
Subject is centered and not an MC ambassador. A centered lockup is recommended.
What makes this priceless:
A young girl makes a connection with a Black-owned businesswoman which inspires her imagination and future prospects.
White backgrounds are recommended when resolving to the logo with no visual background displayed.
A Sense of Priceless | 2021 | B2C
Subject is centered and not an MC ambassador. A centered lockup is recommended.
What makes this priceless:
We see all of the relatable sights, sounds and senses of human connection that were lost during the pandemic as a reminder that we’re close to reuniting.
Stand Up to Cancer | 2023 | Partnerships | B2C
In some instances, the priceless lockup can be placed offcenter and slightly reduced in size bring the action and emotion to the forefront.
What makes this priceless:
We see the story of people coming together to connect and inspire each other to do their part in the battle against cancer.
With a priceless line: You may want to include a priceless line preceding the lockup in instances where there is no voiceover for the priceless line. A priceless line may also be included when the message requires additional reinforcement or when the spot is part of a broader campaign and serves as a unifying thread.
It is recommended the copy and lockup be on the same horizontal baseline, centered and the text size of the priceless line should be the same x-height as the lockup.
Should the priceless line extend beyond the margins, copy can appear on 2 lines and centered above the lockup.
This is Your Game MLB | 2022 | Sponsorships | B2C
Copy and lockup remain on one line and do not obscure faces or important information.
What makes this priceless:
A neighborhood game has a surprising and heartfelt twist when a pro ballplayer gives the kids front-row seats to the big game.
API | 2022 | Sponsorships | B2C
Copy and lockup remain on one line and do not obscure faces or important information.
What makes this priceless:
A young golf pro gets inspired to try a new trick shot that sees her make her own mark on the game.
With a priceless line resolved to the priceless lockup:If timing allows, a priceless line may also be included prior to ending on the priceless lockup. Both elements should always be centered within the frame.
This is Your Game MLB | 2022 | Sponsorships | B2C
Each of these examples use the same combination of a priceless line with the priceless lockup below it.
The only differences are the size and placement of these elements. This is where the designer leading the project needs to use their best judgement to ensure that text and graphics are legible and that they support the overall composition
Stand Up to Cancer | 2023
B2C | Partnership
What makes this priceless:
The power of people coming together in a heartfelt embrace to represent each doing their part toward a bigger community goal.
NYC Marathon | 2023
B2C | Sponsorships
What makes this priceless:
The local community rallying to support their neighbors leans into the cultural insight that events like the New York Marathon brings people together.
Rugby World Cup | 2023
B2C | Sponsorships
What makes this priceless:
It draws the parallel between the comradery between teammates and friends to help each other share the moment.
When designing for print, the most important elements to consider are color, composition, and legibility.
It’s also important to remember that the text size of the priceless line should be the same as the text size of the lockup.
There are two vertical spacing options that dictate how close the lockup should appear below the priceless line, the technical details of which are described in the toolkit section of this guide.
When the composition allows, the addition of a keyline helps further the brand.
NYC Marathon | 2023 | B2C
The addition of the keyline on this print ad helps the runners in the foreground stand out. The orange gradient was used throughout this campaign as an additional design element to elevate brand presence.
What makes this priceless:
Two people are on their own journey, accomplishing a personal goal while supporting each other along the way. It tells a story of sharing triumph.
Pride | 2021 | B2C
Priceless lockup is farther from the text above to fill the white space in the composition.
What makes this priceless:
The copy speaks to the wonderful and powerful qualities that make up who we are. It serves as a rallying cry to inspire the queer community to be themselves.
Depending on the media placement, out-of- home ads may be static (print/digital) or dynamic (video). Because of this, OOH placements share many of the same considerations from the previous sections on TVC and print.
However, they differ from these media types in their scale and environment. OOH placements are usually large in scale and located in high-traffic areas. Because of their scale and the lack of a captive audience, information and graphics should be streamlined, simplified, and highly legible.
Cross Border | 2022 | Billboard | B2C
The main image provides enough context for a priceless moment to be understood without additional text. The area in the middle of the image may be too small or too complex for additional text to be legible.
What makes this priceless:
Two people from two different cultures share a meal on the other side of the world. It inspires human connection.
Pride | 2022 | Walking Banner (Parade) | B2C
The solid background does not convey a sense of pricelessness. Therefore, a priceless line is needed as support.
What makes this priceless:
It's a powerful reminder and rallying cry to be proud of who we are while the rainbow colors speaks to pride. The words 'Your True Self' bring to life the human truth that we all want to be free to express who we are.
New developments in digital out-of-home present us with innovative marketing opportunities. In this example, an optical illusion is created when video is distorted in order to make it appear 3D.
It’s important to understand the benefits and drawbacks associated with this new technology. Because of the nature of optical illusions, these displays have a certain angle from which they can be viewed correctly. From other angles, the creative will appear distorted. This can limit the overall effectiveness of the ad.
Grammys | 2023 | Animated Billboard | B2C
Graphics and text are minimal in order to maximize the visual impact of the placement and reduce the likelihood of text distortion. Since this is located at a busy intersection, viewers don’t have time to read lengthy lines of copy.
What makes this priceless:
The black women who are among the fastest-growing group of entrepreneurs blazing the trail for the next generation. The moment concludes with a mic drop to these women and their human impact.
Not every OOH placement is the size of a freeway billboard or the façade of a building. OOH ads on public transit, in airports, or on street furniture may only be a few feet in size.
These placements are more likely to be experienced from up close and allow viewers more time to study the creative. For these reasons, you have more freedom to experiment with longer bodies of text and more complex graphics.
UEFA Champions League | 2022
Billboard and Metro Station
Sponsorships | B2C
A keyline was added to the composition as an additional graphic element to reinforce the brand.
What makes this priceless:
Two old friends come together to connect over their love of sport bringing to life the human connection that's found at the game.
Kizbuhel | 2023
Airport Banner, Metro Station, Resort Banner
Sponsorships | B2C
Since the subject is centered in the composition, the text and lockup have been centered as well. The keyline can be excluded when the image is too busy or when there is not sufficient space.
What makes this priceless:
A group of skiers find they have even more in common than they expected. The line has a surprise twist that nods to the comedic nature of the situation.
Digital placements—especially banner ads—can be some of the smallest media placements you’ll encounter. They present the unique challenge of needing to capture attention and convey information within a very limited space.
Whenever possible, utilize animated digital placements as they allow you to tell a longer and more complex story. If you’re restricted to static placements, you may need to reduce the creative to only the most basic and necessary elements.
Click to Pay| 2023 | Banner | B2C
What makes this priceless:
A parent gifts their child a gift that represents the deep emotion she feels for her daughter, and the love, care and protective nature of a 'mama bear'.
U.S Open | 2022 | Banner | Sponsorships | B2C
What makes this priceless:
A man has the chance to combine his travel of passion with golfing, a unique experience he'll remember forever.
UEFA Champions League | 2021 | Banner | Sponsorships | B2C
English Translation: "The moment, that gives hope:"
Mastercard has a vast web presence, so it’s important that priceless is represented consistently across everywhere from priceless.com to campaign microsites.
When creating creative for web headers, a stunning image should occupy most of the real estate, with short and concise copy that doesn’t overshadow the priceless lockup.
priceless.com | 2023 | Website Header | B2C
What makes this priceless:
A young woman looks around in wonder, marveling at an artistic masterpiece. It inspires the human emotion behind learning and discovering culture.
Pride | 2022 | Website Header | B2C
What makes this priceless:
A young person feels safe and empowered to proudly express who they truly are, inspiring others to do the same.
Writing a Priceless Line in Social
We should always aim to use a priceless line in social in posts that meet the priceless criteria.
In those cases, the following guidelines should be followed:
- The priceless line can be present in copy AND/OR in video/image
- The "p" in priceless must be lowercase
- Use priceless as a hashtag as much as possible. See hashtag guidelines.
- Avoid representing priceless as an adjective
When writing about #PricelessExperience, experiences must feel priceless. As you write social copy, consider ways you can make the experience sound thrilling, purposeful, or sentimental. Can you evoke excitement and curiosity? Describe how it will enrich a person’s life? Does your copy provoke joy, excitement, action, or satisfaction?
If there is an extenuating circumstance in which you are not able to convey priceless in the post, then the use of priceless can be excluded.
A priceless line…
Has an interesting or clever twist
Leans into a strong emotion
Captures a point of connection
Depicts a relatable scenario
Describes a moment or an experience, not a thing
Clearly connects to the story
Image & Video
Priceless line should appear in the image/video and/or copy of a social post. Video or image should leverage priceless logo lockup, including at the end of a priceless line.
Imagery should feel immersive, and evoke a sense of adventure, joy, anticipation, and should always feel authentic.
When leveraging native text — like in an Instagram story — can write priceless natively, without the logo lockup.
Priceless line or priceless logo lockup should appear at the end of a video or in the last frame of a carousel. Mastercard logo should appear within the first 3 seconds of a video.
If there is an extenuating circumstance in which you are not able to convey priceless in the post, then the use of priceless can be excluded.
Hashtags
We should always aim to use a priceless line in social in posts that meet the priceless criteria.
Use #priceless or #PricelessExperience. Avoid using priceless in any other unapproved hashtags.
Use hashtags only where they're functional (i.e. do not use over video or on a platform where hashtags are not clickable).
Priceless hashtags no longer in use:
#StartSomethingPriceless
#PricelessToMe
#priceless guidelines:
Always use #priceless in a priceless line
The "p" in #priceless should always be lowercase
The #priceless hashtag should always follow a priceless line. For example: “Finding your true self: #priceless”
#priceless should be used to reach a broader audience and capture more attention.
#PricelessExperience guidelines
You should use #PricelessExperience promoting a Priceless Experience- ensure the description and visuals are elevated to convey a sense of ”Pricelessness”.
Aim to use #PricelessExerience in a sentence as opposed to a tack-on
Always capitalize the "P" and "E" in #PricelessExperience
#PricelessExperience should be used to track posts and conversations around Priceless Experiences.
Photography
Photography is a vital tool we use to connect with our audience. It expresses the priorities, experiences, and aspirations of our consumers. Our imagery should celebrate the vast range of people who interact with our brand every day and reflect the priceless moments that our products make possible.
| Key Characteristics: |
| Avoid: |
Clean/not busy
Natural
High resolution
Pops of color
Integrates brand colors
Features a human element
Includes diversity
Not over-edited or over saturated
Avoid solid white or black backgrounds, as they lack context and will blend into the platform UI
Emotionless images
Device-focused images that are not part of a bigger human story
Clichéd scenarios or contrived settings
Avoid leading with non-human imagery (landscapes, photos of items, etc.)
Staged interactions
Obvious posing
|Bland color
Competitor colors
Obvious post-production or Photoshop effects
Creative We Love
Why it works:
Image/Video
- Champions brand colors
- Logo is present immediately
(must be present within the first 3 seconds)
Copy:
- Leverages brand tone of voice
Priceless:
- Includes priceless line in copy
- #priceless is lowercase
- #priceless is a hashtag
What makes this priceless:
A young sportswoman cracks the big leagues and achieves her dreams, inspiring the next generation of girls.
Why it works:
- Image/Video
- Champions brand colors
- Leverages ownable design treatment
Copy:
- Leverages brand tone of voice
Priceless:
- Includes priceless line in copy
- #priceless is lowercase
- #priceless is a hashtag
What makes this priceless:
A young golfer wins big at the tournament, we can feel the positive emotion as he creates his own legacy.
Additional Social Examples
Pride | 2023 | Instagram Post | B2C
What makes this priceless:
A young sportswoman cracks the big leagues and achieves her dreams, inspiring the next generation of girls.
B2B TVC
Together, the possibilities are priceless” is a 360 campaign that broadens perceptions about Mastercard. It speaks directly to decision makers and uses real-world examples of partnerships.
The campaign has its own priceless lockup, which is present on almost every creative execution. One notable exception is this the TVC to the right where we end with a VO and the animated priceless lock up.
A full summary of this campaign and its elements can be found in the B2B Playbook.
Open Banking | 2023 | B2B
Commercial features the “ticker animation” which is a core element of the B2B campaign.
A voiceover allows us to include “Together the possibilities are priceless” without using the B2B lockup. The priceless lockup is used here in isolation to keep the frame clean and uncluttered and to avoid needless repetition.
What makes this priceless:
Two business owners are able to grow their business thanks to new tech that connects them to more loans.
B2B Print
In print, each execution dramatizes a business problem and answers it with a human outcome, using Mastercard’s ownable circle motif to highlight the two “sides” of each story. One side presents the challenge a business faced, the other shows how Mastercard provided a solution that ultimately benefited the business’s customers.
All print placements in the B2B campaign should include the “Together, the possibilities are priceless” logo lockup.
Note: Only off-white (Grey 1) should be used for backgrounds in B2B communications.
Send | 2023 | Print | B2B
What makes this priceless:
A family is able to get help and support when they need it most thanks to Mastercard tech. This shows the human impact of disaster relief.
UK Post Office | 2023 | Print | B2B
What makes this priceless:
A grandfather enjoys extra time on the farm with his family while making new connections to the world thanks to Mastercard.
MLB | 2023 | Print | B2B
What makes this priceless:
Mastercard protects the fans and the games from bots trying to interfere with the game. It emphasizes the human side of business.
B2B OOH
When available, use digital OOH to help tell a more complete story, while bringing visual energy. While ideally the placements are animated, if there are only static buys, please utilize multiple frames to tell the full story side by side, as shown here.
Whether animated or static, B2B OOH should feature both the Mastercard mark and the B2B lockup “Together the possibilities are priceless”.
Mastercard Identity Solutions | 2024 | B2B
What makes this priceless:
Mastercard’s technologies provide peace of mind. It emphasizes the human side of business.
B2B Digital
Dynamic Yield | 2023
Digital Banner | B2B
This placement is large enough to include both the Mastercard symbol and the B2B lockup.
Dynamic Yield | 2023 |
Digital Banner | B2B
This placement is large enough to include both the Mastercard symbol and the B2B lockup.
Dynamic Yield | 2023 | Digital Banner | B2B
This placement is too small to include the Mastercard symbol in addition to the B2B lockup.
Dynamic Yield | 2023 | Digital Banner | B2B
This placement is large enough to include both the Mastercard symbol and the B2B lockup.
B2B digital placements follow the same general structure as their OOH counterparts.
Animated digital placements are preferred as they allow you to tell a longer and more complex story. If you’re restricted to static placements, you may need to reduce the creative to only the most basic and necessary elements.
B2B Social
In carousel units, we start with the shortened optimized copy in the first frame, before introducing the ticker to show full list of B2B solutions and an image to show the impact it had on people in the first frame. The end frame includes the tagline and branding.
The caption should include Mastercard's technology followed by end benefit line.
Multi-case | 2023 | Social Carousel | B2B
B2B priceless lockup appears only in the last frame to bookend the series and avoid repetition.
Merchant examples
These examples are references for various ways to set the hierarchy when the priceless line and functional copy are incorporated.
Priceless lines on promotional materials should be held to the same high bar mentioned on previous pages. They should be emotional and insightful. They should never get tactile or focused on the promotion.
The role of the merchant copy is to cover the what and how of the message. Copy should be to the point and feel active (not passive) – and tell our audience how they can proceed or participate in a clear, undiluted way.
What makes this priceless:
The human side of the incredible experiences these deals unlock.
What makes this priceless:
The connections and the outcomes that bring to life the experience of the deals.
What makes this priceless:
Booking a ticket works as a key for this woman to unlock her sense of adventure and experience something new.
What makes this priceless:
A man goes off the beaten path to travel through new countries and experience them authentically.
What makes this priceless:
A mom travels with her child to help them see more of the world to inspire their imagination.
What makes this priceless:
Messi follows his passion of football and inspires others to follow theirs.
B2B2C examples
These examples are references for various ways to set the hierarchy when the priceless line and functional copy are incorporated.
Priceless lines on promotional materials should be held to the same high bar mentioned on previous pages. They should be emotional and insightful. They should never get tactile or focused on the promotion.
The role of the merchant copy is to cover the what and how of the message. Copy should be to the point and feel active (not passive) – and tell our audience how they can proceed or participate in a clear, undiluted way.
What makes this priceless:
The human urge to travel and experience different cultures by completely leaning into them.
What makes this priceless:
The power of technology in helping us stay connected to our loved ones, no matter where we are.
B2B2C DOOH
What makes this priceless:
The human connections that last long after the tournament.
B2B2C digital OOH placements are likely to be experienced from various distances which doesn’t allow much time to study the creative. For these reasons, you should utilize dynamic video combined with our core design elements to create instant brand recognition to tell a quick and concise story.
In this unit, graphic treatments were implemented around the subjects to create a sense of energy while not overpowering the brand circles. Keylines should remain behind people and products.
The priceless line should follow guidelines and remain left justified and centered within its designated space. 63