When MasterCard learned from the United States Travel Association that over 400 million vacation days go unused every year, MasterCard decided to create an integrated promotional campaign to convince Americans to take their full paid-time off.

The campaign encouraged Americans to take one more day of vacation by presenting the importance of the cause with a film, by motivating Americans to take a #OneMoreDay pledge and by providing inspiration via advertorials, infographics, social media, and a tumblr page.

Kid 1: We’ve heard that over 400 hundred million vacation days go unused every year

Kid 2: Really?

Kid 3: That’s the stupidest thing I’ve ever heard

Super: We agree.

MasterCard logo

Kid 4: That makes me mad

Kid 5: “urg”

Kid 6: (Puts head in hands)

Kid 1: They’re paid vacation days

Kid 7: That’s messed up.

Kids 8: We’re sure you have your excuses but our reasons for wanting to travel are better

Kid 4: Word

Kid 9: If you guys agreed to travel more, we’ll all do better in school

Kid 2: There have been studies

Kid 6: We’ll have a better understanding of other cultures

Kid 4: I will learn to parle français

Kid 8: Wi Wi

Kid 10: I wanna see the sun I wanna see the mountains

Kid 2: New York, France,

Kid 10: I wanna see the forest

Kid 2: New Jersey

Kid 1: I need vitamin D

Kid 3: Vacation

Kid 6: We’re not asking for much

Kid 10: We just want one more day

Kid 7: One more day

Kids on bus: One more day chant

Kid 4: Just a day

VO: Pledge to take one more day of vacation. And make the most of it with MasterCard

Kid: “ahhhhhhh”

Kid: Because one more day is priceless.

More than half a million people have taken the pledge, the content garnered more than

8 million earned and owned social media impressions and the effort was covered by national press like Daily Mail, Huffington Post and Travel Agent Central.

MasterCard saw a 16% increase in association with travel, but most importantly MasterCard started a real conversation and social movement. Now more Americans will take #OneMoreDay leading to a happier, more productive society.