In 2023, Turkey celebrated the 100th anniversary of its Republic, an important milestone that prompted many brands to develop commemorative campaigns. While most brands created retrospective content dwelling on the past, Mastercard took a distinctly different approach by focusing on the future. Recognizing that Turkish citizens were concerned about their Republic during a complex global period, Mastercard aimed to create a campaign that would foster hope while acknowledging the Republic's values. The team identified a unique technological opportunity: while AI tools could generate human faces, none could create Turkish faces due to the lack of training data. Partnering with a research company, Mastercard accessed photos of 10,000 Turkish citizens to train an AI model capable of generating faces representative of future Turkish populations.
These AI-generated faces became the centerpiece of a digital film that garnered over 10 million views and inspired a 4.5-meter-tall digital sculpture displayed in central Istanbul for one month. The campaign's future-oriented message and innovative use of technology successfully distinguished Mastercard from competitors while increasing the brand's affection index by two points during the second half of 2023.
Mastercard aimed to celebrate the 100th anniversary of the Republic of Turkey in a way that would differentiate the brand from other commemorative campaigns while expressing gratitude for the Republic's values and fostering hope for the future. Unlike typical retrospective approaches, Mastercard sought to create a forward-looking campaign that would be unifying, hopeful, and innovative, leveraging today's values and technology to connect with Turkish citizens concerned about their future.
2023 marked the centenary of the Republic of Turkey, making it a significant milestone that virtually all brands in the country felt compelled to celebrate. Despite having reached this historic landmark, Turkish citizens were experiencing uncertainty and concern about their Republic's future amid a complex global environment. Most commemorative campaigns by other brands focused on historical achievements and past struggles, without offering a meaningful vision for the future. This created an opportunity for Mastercard to stand out by taking a different approach that would resonate with citizens looking for reassurance and optimism.
The campaign targeted all Turkish citizens who were loyal to the values of the Republic. This broad audience included people across different age groups, socioeconomic backgrounds, and regions who shared a common appreciation for the Republic's principles and were invested in its future. The campaign particularly sought to connect with those who were concerned about the future trajectory of the Republic and were open to a forward-looking perspective that balanced appreciation for historical values with hope for the years ahead.
The creative strategy centered on leveraging cutting-edge AI technology to visualize the future of Turkish citizens — literally creating "New Faces of the Republic" that would represent the population in the years to come. This approach allowed Mastercard to create a tangible symbol of the future while paying tribute to the diverse makeup of Turkish society. By training AI on actual photos of Turkish citizens, the brand ensured authenticity and relevance that would resonate with the target audience.
The media strategy focused on digital channels for distributing the campaign film, complemented by a physical installation that brought the digital concept into the real world. By collaborating with a digital artist to build a 4.5-meter tall digital sculpture showcasing the AI-generated faces, Mastercard created a public spectacle that reinforced its technological innovation while providing a powerful visual symbol that citizens could experience in person. The location in central Istanbul ensured high visibility among urban populations, while the digital film extended reach across the country.
The execution of the campaign involved two main components: the development of AI-generated faces unique to Turkish citizens and the distribution of these faces through digital and physical media channels.
AI Development Process
The technical challenge was significant: while existing AI tools could create realistic human faces, none could generate specifically Turkish faces due to the lack of training data representing Turkish physiognomy. To overcome this limitation, Mastercard partnered with a research company to gain access to photographs of 10,000 Turkish citizens. This dataset was used to train an AI model, enabling it to generate faces that would likely represent future Turkish populations. This innovative application of AI technology created a unique asset for the campaign that had never been seen before.
Digital Film Distribution
The primary campaign asset was a digital film featuring the AI-generated faces, which was distributed via digital channels. This film juxtaposed the innovative technology with the traditional values of the Republic, creating a message that honored the past while looking toward the future. The digital focus of the distribution aligned with the technological theme of the campaign while ensuring broad reach across the target audience.
Physical Installation
To strengthen the perception of technological innovation and create a more immersive experience, Mastercard collaborated with a digital artist to build a 4.5-meter-tall digital sculpture. This installation, displayed in a central location in Istanbul, showcased the AI-generated faces in a public setting, allowing thousands of citizens to engage with the campaign concept in person over the course of one month. The physical manifestation of the digital concept created a tangible symbol of the campaign's message and generated additional media interest and social sharing.
The campaign's execution was particularly notable for its innovative use of AI in a culturally relevant context. By creating the first-ever AI-generated Turkish faces and presenting them as symbols of the future Republic, Mastercard successfully differentiated its centenary celebration from other brands while demonstrating technological leadership that aligned with its brand positioning.
The campaign achieved significant results in terms of reach, engagement, and brand perception:
Reach and Engagement
Brand Perception
Technological Leadership
While the campaign metrics focus primarily on awareness and brand perception rather than direct business outcomes, the increase in brand affection represents a significant achievement in a market where numerous brands were competing for attention with Republic centenary celebrations. By taking a different approach that emphasized the future rather than dwelling on the past, Mastercard was able to create a distinctive voice that resonated with citizens concerned about their Republic's future.
The campaign's success demonstrates the effectiveness of purposeful, forward-looking messaging combined with innovative technology in building brand affinity, particularly during national celebrations where differentiation can be challenging. By using AI not just as a production tool but as an integral part of the message itself, Mastercard created a campaign that was both technologically impressive and emotionally resonant.
