Mastercard Street Love

Mastercard Street Love : A Street Art Exhibition Celebrating Love in All Its Forms

Committed for several years to inclusion and diversity, Mastercard sought to affirm its support for the LGBTQI+ community through a bold and artistic public initiative in Paris.

With the Street Love exhibition, the company partnered with Oxygen to design a unique campaign blending urban art, awareness-raising, and inclusive messaging. It was a way to make the city’s heart beat to the rhythm of love in all its forms.

Street Love Exhibition : building connections, engaging audiences, raising awareness

Challenge

Objectives

Solutions

There has been a rise in homophobic attacks in recent years. According to the spokesperson for SOS Homophobie, this violence is linked to the increased visibility of LGBTQ+ individuals, who are now less inclined to hide.
In this worrying context, Mastercard aimed to deliver a strong and visible message of support, reflecting its longstanding commitment to equality and diversity.

Help Mastercard promote LGBTQ+ inclusion among the general public through an artistic campaign with strong symbolic, social, and media impact.

Conceived by Oxygen’s creative teams, Street Love came to life in the heart of Paris as a live street art exhibition. Six committed artists were brought together to create original works celebrating all forms of love.

Plan

6 live murals in the streets of Paris proudly showcasing the colors of love

For several days, six street artists created their works live in public spaces throughout Paris, in full view of passersby. Each mural expressed a unique and inclusive vision of LGBTQI+ love, through an artistic approach that was both accessible and impactful.
A lively connection between artists and the public

Beyond the performance, the initiative fostered meaningful exchange. The artists engaged with curious onlookers, shared their inspirations, and explained their creative process. This genuine interaction allowed the message to reach a broad audience without causing offense, relying on emotion and openness.
A 360° communication strategy to amplify the message

Oxygen implemented a comprehensive communication plan around the event: PR activations, spokesperson management, social media content, artist engagement, and digital amplification. The result was a significant spike in Mastercard’s social media audience and strong press coverage focusing on inclusion and culture.

Key figures

Street Love, a campaign that resonated far beyond the walls

+ 100 000 Views on social media
+ 30 Outcomes related to inclusion following this event

Our other achievements

Discover our work

Mastercard - Street Love