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The Untouchables

4000 kids in Russia were born with a rare untreatable disease epidermolysis bullosa. Their skin is so fragile that every touch causes pain and damage. We can help them without touching. Citibank and Mastercard created a series of posters that accept donations without a single touch. Wave of a bank card in front of the poster makes an instant donation of 100 roubles. The posters were placed in all Citibank branches and hot venues across Moscow and St.Petersburg. The campaign was shared by Russians celebrities, gaining over 65 million media impressions. Just during the first weeks, the amount of funds increased by 144%.


Clients: Fund ‘BELA’, Citibank, Mastercard

Creative Agency

Creative Agency: Publicis Russia

Copywriter: Sergey Shabrov

Art Director: Vitaliy Rynskiy

Producer: Marina Gudakova

Executive Creative Director: Andrey Ushakov

Category: Credit cards, Finance/insurance

Genre: PR