2014 Grand Midas winner

The Priceless Table

MasterCard has a partnership with Stand Up To Cancer where they donate one penny every time someone dines out with their MasterCard, up to $4M. The problem was no one knew about it.

Idea: The world’s first restaurant on a billboard.

We created a unique dining experience above Times Square with a world famous chef where the cost of your meal would go to SU2C. We called it The Priceless Table and the only way to get in was with your MasterCard.

Case Study

National radio spot:


The Priceless Table helped MasterCard reach their goal of $4M faster than any year in the history of their partnership.

While credit card spend at restaurants increased by 3.9%, spending with MasterCard at restaurants increased by 10.3%.

The following summer, they took the idea on the road, popping up in different landmarks around the world, until it finally became a permanent fixture for MasterCard as part of their Priceless Cities Experiences.

Partner: Laura Goodman
CD: Pete Jones
CCO: Joyce King Thomas