MasterCard arrived to the Debit party in Australia some 12 years and 3 million customers after Visa. What’s more, they brought an identical product.

Having been set aggressive growth targets for 2009, our brief lay in getting 3 million people to need and use a piece of plastic they’d happily ignored for over a decade.

We trawled through gig posters and album covers for inspiration discovering new mediums to play with which would appeal to the Gen Y audience. Rather than create a traditional print ad, we built one using 4D paper modelling, string and fishing line.For 3 days and nights, two caffeine-fuelled art directors hand built this 3m landscape out of paper. They then lit the scene, took a bunch of snaps then sent it to print with no retouching. It was a labour of love and we believe the results speak for themselves.

Results from 2010 campaign:Debit MasterCard spend continues to grow much faster than the market – experiencing a peak during the campaign of 23 x market growth Transaction volume up 144%R&F of 4.1M people aged 18-39All Brand Health Metrics show the massive gap to Visa is now almost closed