Creativity

MasterCard's 'Restroom For All' Wins Best of Show at ANA Multicultural Awards

Effort By McCann XBC at NYC Pride Parade Promoted Message of Acceptance

Published on Nov 06, 2017

Editor's Pick

MasterCard's "Restroom For All" promoting the message of acceptance for all was named Best of Show at the Association of National Advertisers' Multicultural Excellence Awards on Sunday night, after also winning the LGBT category. The ANA is holding its annual multicultural conference in Miami this week.

McCann XBC, McCann Worldgroup's dedicated agency for MasterCard, debuted a restroom open to any human being at last year's NYC Pride parade. The idea was to turn around North Carolina's then-in-the-news "bathroom bill," requiring people to use public restrooms corresponding to the sex on their birth certificate, and make a dramatic gesture in favor of equality.

How it works: McCann XBC developed a custom API for a Bluetooth-controlled lock, combined with a pulse sensor and an Arduino Yun micro controller that wirelessly communicated with the restroom lock. As an extra touch meant to signal love and acceptance, the technology came in the form of a heart-shaped design. Parade-goers touched the fingerprint sensor to prove they were human, and that caused LED lights to light up the heart to the rhythm of their heartbeat. It also wirelessly unlocked the door to the restroom.

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About

Credits

Date
Jun 28, 2016
Agency:
McCann XBC
Client:
MasterCard
Executive Creative Director:
Pete Jones
Executive Creative Director:
Joel Rodriguez
Senior Art Director:
Laura Goodman
Senior Copywriter:
Joel Lundblad
Designer:
Samantha Cooper
Account Executive:
Sarah Booher
Group Account Director:
Shaheen Salimi
Account Director:
Nicole Witover
Chief Production Officer:
Nathy Aviram
Senior Producer:
Dave Herman
Executive Integrated Producer:
Christine Lane
Production Coordinator:
Lexie Kaback
Executive Producer:
April Gallo
Print Producer:
Sierra Norman
Front End Tech:
Erik Kroha
Digital Production Coordinator:
Lauren Hanglow
Senior Developer:
Andrew Nida
Creative Technologist:
Alicia Floor
Creative Technologist:
John Ozbay

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