Maestro 'the new cash' by McCann Erickson

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McCann Erickson has launched a new outdoor campaign for Maestro, which positions the debit card as "the new cash". Ten executions illustrate how Maestro is the payment method of the future and the modern day replacement for cash. One poster features metallic words on a black background that read "cash is so last millennium". Another declares "cash stinks", and a third states "there's a reason why machines spit out coins". The campaign will dominate the rail network, covering 585 stations nationwide. In 2005, according to Apacs, the £273bn spent on plastic cards outstripped cash spending for the first time, the biggest share of this was on debit cards.

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Released: 22 March 2006

Credits

Project
Maestro
Client
Rita Broe, head of marketing, Mastercard Europe
Brief
To reposition the Maestro debit card brand to increase usage of frequent purchase categories by heavy users
Creative agency
McCann Erickson
Writers
Brian Cooper, Jason Stewart
Art directors
Brian Cooper, Jason Stewart
Planner
Paul Simonet
Media agency
Universal McCann
Media planner
Mark Middlemas
Production company
Love Europe
Exposure
Poster

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