Maestro 'the new cash' by McCann Erickson
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.