AGENCY
McCann New York
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BACKGROUND
Full 360 campaign featuring Mastercard's long-standing partnership with Stand Up to Cancer, anthemic brand film featuring actual cancer fighters/survivors/caregivers, "I Stand Up For" placard moment at the MLB all-star game, and a $5M yearly donation driven by food and dining purchases. This year, however, we unleashed the "I Stand Up For" placard beyond the two-minute moment at the MLB game, and powered a movement on social media where everyone could come together and share their own stories.