The “Priceless” campaign for MasterCard launched in 1997 long before I started working on it in 2006. It was a big idea that resonated and socialized before social media. Priceless was about creating emotional moments by tapping into something that money couldn’t buy. By using MasterCard “for everything else,” we are able to experience “priceless.” The format was used worldwide and was so successful that it secured us countless new business opportunities. After my first year at McCann, we started to evolve this format. Moving from just observing Priceless moments to enabling it.