On Monday, June 17, Mastercard continued its support of World Pride with a street sign installation at the intersection of Gay and Christopher Streets called “Acceptance Street.” The street sign continues Mastercard’s #AcceptanceMatters initiative and is a symbol of support for the growing LGBTQIA+ community, 50 years after Stonewall.
The official street sign now expands from Christopher and Gay to now read Christopher and Gay, Lesbian, Bisexual, Transsexual, Queer, Intersex, Asexual, Non-Binary, Pansexual, Two Spirit, + Street. Mastercard worked with the city’s Human Rights Commission to sanction the signs which were then crafted by the same company that builds street signs for New York City. The effort signifies Mastercard’s ongoing commitment to inclusion, diversity and acceptance.
Cheryl Guerin, EVP marketing & communications, Mastercard North America stated, “At Mastercard, inclusion and acceptance are what we believe in as a company and promote within our company’s culture. We fully stand by this belief. As we commemorate the 50th anniversary of Stonewall, we want to remind everyone that inclusion and acceptance matter. We have made progress but there is still work to do to ensure that everyone has a way to express their true selves. A day with 100% acceptance would truly be priceless.”
This video chronicles the “Acceptance Street” sign installation, the agency behind the newly named thoroughfare being McCann XBC.
Credits
Client Mastercard Cheryl Guerin, EVP, North America marketing & communications; Jim Issokson, SVP, Noth America communications; Seema Chibber, SVP, North America consumer marketing & sponsorships Agency McCann XBC Pierre Lipton, EVP, global executive creative director; Adrian Botan, global creative director; Pete Jones, Joel Rodriguez, EVPs/executive creative directors; Carlos Wigle, Evan Benedetto, VPs, creative directors; Antonia Orol-Berlinger, art director; Noah Benezra, sr. copywriter; Morgan Mack, copywriter; Lucas Crigle, associate creative director; Mikayla Lapierre, jr. art director; Hope Nardini, copywriter; Nathy Aviram, chief production officer; Judi Nierman, SVP, executive producer; Christine Lane, SVP, executive producer-innovation; Dagmar Wong, sr. integrated producer; Liz O’Connor, producer; Amber Briscoe, sr. integrated producer; Oriol Bombi, EVP, global strategy director; Dan Cohn, SVP, group strategy director; Rosalind Mowitt, sr. strategist; Nina Kossoff, strategist; Danielle Karr, VP, social strategy director; Kristen Levy, social strategist; Eric Perini, Brett Berman, Aude Cuenod, content creators; Jeremy Miller, chief communications officer. Sign Production Company Traction Creative. Production/Post Shannon Botts, Craft post producer; Benny Karas, Craft colorist; John Smith, Craft audio mixer; Ilya Katsap, Craft, Deb McMurtrey, Ted Maniatakos, Craft editors; Christine Doughty, Craft assistant editor; Adam Hirsch, Craft SVP, head of content, North America; Ray Klonsky, Craft executive producer; Amalia Bradstreet, Craft line producer; Dave Waldron, DP; Carrie Cheek, camera operator; Tyler Postiglione, Tim Race, sound mixers; Jacqueline Helene, hair/makeup artist.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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