This campaign is a part of Global Coalition for Peace initiative. These posters are showing in a truly beautiful way how force, violence, cruelty and ultimately war are turning against those participating in it. Fierceness is not a solution. A good metaphor is used – relaying on the brutal force is a road to nowhere, and at the end will cause more damage.
What is especially worth highlighting here is the brilliant usage of ‘media’ (or a vehicle?, whatever) – in this case a column, which gives an opportunity of showing the closed circle of violence.
Main benefit of such actions, excepting the happy couple is free media attention. I’m sure that a guy hanged into a billboard for some time didn’t came unnoticed. I remember articles, when some guy just bought few billboards in Warsaw, also in the Valentine Day on his love daily route to work, and wrote his feelings to here there. MasterCard action was supported by a website. Generally speaking it is a great idea, and well thought, like the violin players focusing attention of the passersby, who stops, and look on that poor dude. MasterCard logo is hardly imposing, always a temptation (hey, we’re paying for that, so lets put our giant logo there, right?). Thanks to that, message is not interrupted, and it is truly beautiful message: ‘The things we do for love: Priceless’. By that a brand ‘personalization’/humanization is achieved, it is no longer an inhuman institution, but a friend, who can help you, exactly you. No to some poor African kids by an affinity card, but YOU.