Mastercard "Roadside market" by McCann Worldgroup Romania

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.

Credits

CEE creative director and chief creative officer for McCann Worldgroup Romania
International creative director McCann Worldgroup Romania
Executive creative directors, McCann Bucharest
Group creative director McCann Bucharest
Art director McCann Bucharest
Head of strategy McCann Bucharest
Business lead McCann Bucharest
International business director, Global Brands MWG
Group account director McCann Bucharest
Jr account manager McCann Bucharest
Head of AV production MWG
AV producer MWG
Executive creative director MRM Romania
Experience & design creative director MRM Romania
Art director MRM Romania
Senior copywriter MRM Romania
Head of technology MRM Romania
Social media manager MRM Romania
Group account director MRM Romania
Senior account manager MRM Romania
PR agency
PR manager
Media associate
Senior media associate
Media associate
PR director
Media agency
Digital lead
Media client lead