Capital One was launching a new rewards-focused MasterCard - Aspire - and they needed a national launch campaign to communicate product features and generate interest in the marketplace.
This campaign went on to win a Silver CMA award.
The key feature of Aspire was the ability for the end-user to earn 2 reward travel miles per dollar spent - regardless of the type of purchase.
I had already designed the Aspire Platinum and Gold MasterCards as part of a comprehensive product re-fresh earlier that year.
I developed a concept that used satellite imagery to show the readers all the various places that could earn rewards.
Since the print segment of the campaign was running in 12 major newspapers in key population centres across Canada, we leveraged satellite imagery of the cities in which ads would run to increase reader engagement with the ads.
Examples of the Toronto and Vancouver ads, below.
If the first concept is best summarized as "Earn Rewards Anywhere",
the second concept would best be understood as "Earn Rewards on Anything"
the second concept would best be understood as "Earn Rewards on Anything"
We thought that our customers might begin to see everyday items as opportunities to earn "2X" rewards and communicated this idea by "branding" common items with a "2X" logo.
I designed direct mail as part of the integrated campaign that focused on a straight-forward communication of features and bonus offers as benefits to our customers.
Out-Of-Home was also an integral component of the campaign and I designed this execution for Pearson Airport in Toronto.
I also designed this motion graphic to quickly communicate the key feature of the Aspire MasterCard.