Mastercard has always believed in the power of connections to create priceless moments. During the pandemic, the brand connected people to meaningful experiences and ways to adapt to the new normal. They promoted awareness, new habits, and donations, even inviting people to participate. After all, it was necessary to live all experiences at home, whether it was learning new ways to experience cooking with Alex Atala, engaging with the League of Legends gaming community, or simply making donations when ordering delivery and paying with Mastercard.
However, with the worsening of the pandemic, Mastercard decided to intensify its efforts in the direction of contributing and minimizing the impacts, evolving its approach from "Creating New Habits" to an invitation for everyone to "Join In" and thus, start something priceless.
So, the Mastercard Live streamings project was born, connecting in its broadcasts great names of Brazilian popular music with artists from the new generation. Starting with the master Gilberto Gil and one of the biggest revelations of Brazilian music, Iza, the meetings also brought Milton Nascimento, Lineker, Xênia, Elza Soares, Seu Jorge, Agnes Nunes, Alcione, and Criolo.
The historical encounters, created and held in partnership with Zé Ricardo, the renowned artistic curator of the Sunset stage at Rock in Rio, not only reconnected people with music in a priceless way but also helped Mastercard invite people to join the movement and donate over 5 million meals to the Ação Cidadania NGO.