Mastercard
“Discover the Priceless in Us" High level, New Business Pitch Deck
In partnership with Ogilvy
Ogilvy developed a conceptual pitch for Mastercard centered on internal engagement through a unifying global song. Drawing inspiration from Mastercard’s “Priceless” brand DNA, the idea reimagined internal branding as a collaborative musical initiative, aiming to foster pride, cohesion, and brand identity among employees through creativity and shared experience.
The Ask
Reignite internal brand engagement post-pandemic by turning Mastercard’s “Priceless” positioning inward, reconnecting their audience worldwide with the company’s purpose.
The Challenge
- •Mastercard’s “Priceless” platform was already globally recognizable, but internally, employees felt disconnected from its meaning.
- •Remote and hybrid work diluted team cohesion and cultural alignment.
- •Mastercard needed a unique and emotionally resonant way to energize staff around a unifying purpose — without relying on dry presentations or top-down messaging.
The Solution
- •Created “Discover the Priceless in Us,” a global anthem co-written and performed by employees with artist guidance
- •Designed split-screen videos of staff and artists singing together to symbolize unity across regions
- •Activated regional events with surprise celebrity appearances (e.g., Shakira) for cultural relevance
- •Culminated in a global livestream where employees performed alongside music legends like Randy Newman
- •Framed as a PR-worthy internal campaign strong enough to gain external media coverage
The Outcome
While speculative as a pitch, this concept had the potential to:• Deepen employee connection to Mastercard’s purpose and to one another. • Create viral, shareable internal moments that elevate morale and culture. • Reinforce Mastercard’s brand as not just a financial leader — but a human-first, emotionally intelligent organization. • Enable participation and pride through creativity, not corporate mandates.