Mastercard Click to Pay is a seamless online payment experience – fast, secure, and effortless. But even a global solution needs to resonate locally. To extend the reach of an existing campaign, we zoomed in on the outer edges of the market: hobbyists, specialists, obsessives. People who live in worlds of their own.

Running in tightly focused magazines for beekeepers and anglers, the campaign played with the idea that everything – even a pollen extractor or wading boots for fly fishing – is just a click away. The humour was subtle, the targeting exact. By placing a global payment solution inside highly specific micro-universes, the campaign proved its point: scale is nothing without relevance.