Universal McCann - MasterCard, "Happy New Year"
MasterCard, "Happy New Year"
Universal McCann in Madrid deserves immense credit for a grape, er, great MasterCard promotion. A New Year's Eve tradition in Spain brought an opportunity: If MasterCard could bring good luck, it could gain goodwill. At midnight as the year changes, Spaniards watch TV as a clock tower tolls 12 times. They try to eat a grape for each toll for good fortune. But technical issues have gotten in the way over the years. During the live broadcast, UM overlaid animated "Pac-Man" characters on the screen: one red and one yellow to mirror the MasterCard logo's scheme. The characters munched a grape in sync with each chime. UM had to ensure the timing was right, simultaneously, on five networks. More than 11 million saw the stunt and 83.5 percent remembered it.
UM Madrid: Isabel San Segundo, Customer Service Department Director; José Antonio Nogales, Creative Director; Felipe Vizcarrondo, Account Manager; Cristina Valle, Art Director; Natalia Parra, Copywriter; Bárbara Arregui, Planner; Adrian Chinchilla López, Producer.