Mastercard’s biggest business challenge is a fundamental lack of differentiation in its core product. Mastercard, Visa, Amex, and Discover all offer the same tech, and all promise the same speed, security, and convenience.

The way to solve for this was simple and straightforward. Mastercard had historically differentiated itself through its brand campaign: priceless. We needed to make good on our priceless promise by substantiating it with real action.

One area where Mastercard could make a difference that was truly priceless: financial inclusion.

We identified three audiences that needed our help: the transgender community, partially-sighted people, and those living with dementia.