NEW YORK — McCann has announced that McCann XBC, its dedicated client unit for Mastercard, was awarded Best of Show at the Association of National Advertisers’ 2017 Multicultural Excellence Awards. The campaign, created for Mastercard’s ‘Restroom for All’, a restroom open to people from all backgrounds and sexual orientation, debuted at the 2016 NY Pride parade.
“Creativity is fueled by social inclusion,” said Joyce King Thomas, Chairman and Chief Creative Officer of McCann XBC, the unit of McCann focused on all of Mastercard’s global marketing efforts. “This project takes a human, positive stand in support of our differences. It’s an honor to work with a company committed to those values.”
Using the hashtag #AcceptanceMatters, attendees were granted access to the restroom that unlocked to anyone with a heartbeat. The experience used a custom API for a pulse sensor that wirelessly communicated with the restroom’s Bluetooth lock. Technology connected to the bathroom door read participants’ heartbeats and wirelessly unlocked to the deluxe facility. A large heart tagged #AcceptanceMatters was visible on the bathroom mirror to encourage attendees to take selfies.
“We’re proud to be part of an organization that embraces and champions inclusion,” said Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard. “The work highlights the importance of tolerance on the most basic levels.”
