Bringing Acceptance Street to every street with Mastercard.
2021 | McCann XBC | Mastercard
For 2019 World Pride, Mastercard added a sign of acceptance to a landmark intersection. Christopher and Gay has always been the “Main Street” of LGBTQIA+ New York. Seen as the birthplace of the gay rights movement during the Stonewall Riots of 1969, it’s been host to countless parades, protests and celebrations. Mastercard partnered with the NYC Human Rights Commission to celebrate the evolution of the movement with an evolution of the intersection: Acceptance Street.
When Pride celebrations went virtual in 2021,
we brought this corner to everyone, everywhere.
The team reimagined the installation as a fully interactive Snapchat AR Lens that let users place a 3D version of the iconic multi flag sign in their own world, tap the identity that represented them, and wear it as a badge. The execution turned living rooms, sidewalks, and backyards across the country into their own version of Acceptance Street, creating a Pride experience built for accessibility, expression, and joy.
RESULTS
The Snapchat Lens became one of Mastercard’s most successful virtual Pride initiatives and a standout example of using AR to make identity expression accessible during a fully digital celebration.
WINNER
Best Use of Snapchat
The Drum Awards for Social Media 2021
Views
50 M
Total Impressions
Engagement
537,000+ engagements
including saves and shares
Earned
11%
of total reach from earned media
user base
1.6 M
additional unique users through organic sharing
Reception
Lens shared & amplified by LGBTQIA+ creators and influencers
-
Playtime
22%
more playtime than Snapchat's average benchmarks
TRY IT OUT!
Scan the code and try the lens for yourself.
TEAM
ECD: Pierre Lipton
EVP CD: Pete Jones
EVP CD: Cinzia Crociani
ACD: Evan Benedetto
ACD: Francisco ValenzuelaBarrera
AD: Hughston May
AD: Mikayla LaPierre