Most people don’t think about fraud until it affects them. It’s invisible, technical and easy to ignore until something goes wrong. To change that, Mastercard has teamed up with Sticky Monster Lab to launch Protected Monsters, a playful yet purposeful campaign that transforms complex payments security and fraud protection into relatable, easy-to-understand stories rooted in everyday life.
Developed in collaboration with Sticky Monster Lab, the campaign blends Al-powered motion capture, KOL-led education storytelling and shareable digital assets to bring Mastercard’s behind-the-scenes security capabilities to life across Southeast Asia — in a way consumers can see, feel and share.
Known for their minimalist yet deeply relatable characters, Sticky Monster Lab has built a global following for how their monsters capture everyday human quirks, anxieties and humor through simple shapes and bold colors.
Making Payment Security Relatable Through Everyday Experiences
Most people don’t think about fraud when they’re shopping, dining out, or scrolling on their phones. They’re just living their lives. That’s exactly where things can go wrong. The campaign’s quirky Protected Monsters bring those everyday moments to life — turning small, familiar situations into stories about where risks can quietly appear. Instead of explaining security in technical terms, the campaign uses simple characters and humour to make the idea of protection feel easy to grasp, and easy to remember.
The quirky monsters capture everyday human quirks and emotions, showing that risks can exist even in moments of joy. And while the risks may be invisible, the reassurance isn’t. With Mastercard, protection is always working in the background, so people can focus on what matters most.
Monsters Take Over Southeast Asia
The Protected Monsters were brought to life across the region through a mix of KOL-led storytelling, sticker packs and an always-on digital presence. KOLs transformed into AI-powered protected monsters, sharing relatable fraud close calls in everyday moments, while fans could engage directly with the campaign through shareable monster sticker packs.
Beyond social channels, the campaign extended to programmatic, in-game and OOH placements, placing the protected monsters in malls, restaurants and online spaces. This multi-channel approach ensured that Mastercard’s message — fraud can happen anywhere, but protection is always on — reached audiences wherever they were.
Dheeraj Raina, Senior Vice President, Head of Integrated Marketing and Communications, Southeast Asia, Mastercard, said: “Fraud can hide in the simplest moments of everyday life. By using AI to transform real-life creators into protected monsters, we’ve created a world where protection feels friendly, intuitive and personal. The campaign reminds people that Mastercard’s multi-layered security is always working for them, so they can tap, pay and live with confidence.”
Dan Parmenter, Creative Director at McCann Singapore, said: “Everyone is susceptible to fraudsters, and the monsters from Sticky Monster Lab are a great fit to represent the person in all of us that sometimes falls for card fraud trickery. We had lots of fun collaborating with Sticky Monster Lab to turn these well-loved figures into protected versions of themselves, and to flip that feeling of anxiety around fraud into the confidence you will feel every time you use your Mastercard card.”
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