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ADVERTISING CAMPAIGNS

MasterCard 'Big Lunch'

Client: MasterCard

Agency: McCann Erickson

MasterCard is inviting every single person in Great Britain to hang out the bunting and eat with their neighbours with a Big Lunch day it is launching in July.

The payments company wants to encourage street parties up and down the country on Sunday July 19 in a bid to counteract the perception that locales are becoming fragmented and impersonal.

Whereas communities used to be intimate and caring, people now scurry head-down from their houses, avoiding conversation and remaining largely anonymous. Yet people genuinely desire more interaction with their neighbours.

It is hoped that the Big Lunch will lay the foundations for long-term intimacy between the people of Britain, as well creating a positive event in the British calendar.

The TV campaign was created by McCann Erickson and planned by Universal McCann.

A 40” spot takes a journey through a neighbourhood meeting each inhabitant of the street as they together to tell us who they are. Each person tells us something that the neighbourhood is able to do – and the group as a whole is able to do anything because of all of its inhabitants’ collective skills. A second 10” TV ad has a strong call to action and shows neighbours having a Big Lunch.

Rita Broe, head of marketing, UK & Ireland, MasterCard, said, “The commercial uses the power of our Priceless campaign to show how strong neighbourhoods can be if they act together and share their knowledge, skills and memories.”

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