Copywriting

Believe in Experiences – Mastercard Pre-Pandemic

What a difference a year makes. The images below are from a Mastercard campaign that was developed by McCann Columbia that is built around shared experiences. The imagery is great incorporating the Mastercard logo into a series of engagements that involve eating out, sports, travel, etc. All things that people really aren’t doing right now because of the global Covid-19 pandemic.

The background copy that accompanied the launch of the outdoor campaign read “At Mastercard, we believe in experiences. We believe in the awe of simple things. We believe in those moments where only present matters. To us, that’s priceless and we got the opportunity to merge our logo into some of those occasions for all of the 2019 billboards.”

It’s a great campaign. The visuals alone are fantastic, selling the product/service in a quick read that billboards need to do. The irony is, that there is no way Mastercard and McCann could have foreseen the future when this campaign was being developed. And if it is like any outdoor campaign I’ve ever worked on, there is a pretty solid chance that a number of these billboards are still up in Latin America, which unintentionally drives home the reality of where the world is today. Social distancing, self isolating, and apart from one another. The polar opposite of what this campaign originally set out to champion.

It’s beautiful work though, and the team that created it should be extremely proud of what they produced. Great photography, solid retouching, simple and effective copy… priceless.

McCann Colombia
Creative Director: Andres Salamanca Soler
Art Director: Felipe Álvarez C. – Andrés V. De la Hoz
Copywriter: Laura Garzón – Julian Triana

The “PooPouri” YouTube Viral Video = Writing Genius.

Absolutely brilliant writing make this series of YouTube videos that have gone viral over the last week with more than 8 million views. Scottish actress Bethany Woodruff’s delivery for each of the PooPouri spots in the “Girls Don’t Poop” campaign is spot on with the right balance between humor, and selling the product. Director/writer Joel Ackerman, copywriter/artist Daniel Harmon, and copywriter Jeffrey Harmon I hope your collective bosses give you a raise and a bonus for this one.