Mastercard
Makeup Payment Makeup Payment
Cultural expression as a payment method. Priceless
Mastercard
Carnival makeup, now with the power to pay.
Our methodologies
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DIGITAL ECOSYSTEM, ADTECH & MARTECH
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FULL-SERVICE COMMERCE
Carnival is Brazil’s biggest cultural event, but also a time when 3 out of 10 Brazilians report theft of wallets and phones.
Mastercard transformed its contactless payment technology into Carnival makeup rhinestones, turning a cultural symbol into a secure and seamless way to pay.
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Carnival is Brazil’s biggest cultural event — but 3 out of 10 Brazilians have items stolen during the party.
What if people didn’t need to carry their wallets or smartphones?
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Mastercard embedded RFID technology and a pre-paid chip into Carnival rhinestones, blending security with cultural expression.
Selected loyalty program members received these exclusive makeup stones, designed to replace the need for carrying wallets or phones during the party.
What was once just a glittering accessory became a secure, seamless payment method — making Carnival safer without losing its sparkle.
Results
- +156% Daily transactions increase vs. regular Credit Card users
- 96% Positive sentiment above brand average
- 10MM Audience reach
- 312 K Social interactions
Awards
6
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Cannes Lions
- Silver - Creative Commerce - Innovative use of Commerce Channel
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D&AD
- Wood Pencil - Commerce - Purchase Experience
- Wood Pencil - Commerce - Cultural Experience
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LIA
- Gold - Direct - Innovation
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OneShow
- OneShow - Merit - IP & Product design
- OneShow - Merit - Direct Marketing
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