The main objective was to reinforce that MasterCard is accepted all over Brazil. Besides improving the brand’s image, it also aimed to increase card membership and utilisation on all levels, from issuers, to establishments and consumers. The concept ‘Discover Brazil’s Priceless Places and Every One of them takes MasterCard,’ using the already well-known ‘priceless’ positioning.

The protagonist of the campaign falls from a hot air balloon somewhere in the country, carrying only a MasterCard and begins a journey to discover Brazil’s priceless places.

The level of interaction among users exceeded expectations, the website had over 50,000 downloads of the theme song, which first aired in 100 radio stations at the same time.