Mastercard x Australian Open 2022
– B2B Brand Activation

To support Mastercard’s sponsorship of the 2022 Australian Open, we were tasked with developing a high-impact B2B campaign that aligned with the brand’s ongoing support for small business owners. The goal was to connect Mastercard’s premium positioning with grassroots entrepreneurship, without losing relevance to the sporting moment.

My contributions
- Co-developed the core campaign concept, drawing on the iconic camera signature moment from post-match tennis coverage to hero small business owners in a fresh and emotionally resonant way.
- Led the creative execution across digital banners, OOH placements, and high-traffic business news platforms, ensuring visual and messaging consistency across formats.
- Art-directed photography and illustrations that humanised business owners and elevated them to 'centre court' status.

Challenges
- Translating a globally recognised sports ritual into a meaningful metaphor for business audiences, without veering into cliché.
- Delivering high-volume, multi-format assets within tight timelines to meet event-driven media schedules.
- Balancing Mastercard’s global brand guidelines with local nuance and campaign originality.

Outcomes
- The campaign drove significant engagement across targeted digital media placements, with standout brand recall among the small business segment.
- Helped reposition Mastercard’s sponsorship beyond traditional consumer sport alignment, toward a celebration of business resilience and visibility.
- Delivered a cohesive creative suite that performed well across both programmatic digital and static OOH placements, ensuring broad audience reach.

Services
Ideation, Art Direction, Digital, Print