Mastercard's tech-savvy campaign is bringing Romanian roadside vendors "into a new era".
The campaign promotes farmers via Waze – a driving directions app – which gives access to local farmers selling their produce on the road. Each vendor is also connected to a cashless payment system, which effectively allows them to function as small businesses.
The campaign launched in Romania, gaining national press from the country’s five largest TV stations. More than 300 street vendors and small producers have since reached out to Mastercard in an effort to join the program. It was written by Maria Matei and art directed by Sabina Popa and Alina Calfa. Media is handled by Carat.