Mastercard Priceless Delivery

01/ Challenge

Charity asks for faith. We wanted to give people proof.

Donating to displaced children is easy to feel good about but hard to feel connected to. The distance between a donor in Dubai and a child in a refugee camp is vast — geographically and emotionally. Mastercard wanted to close that gap: to make giving feel immediate, human, and real.

02/ Idea

Let them make the delivery themselves.

Instead of asking people to donate and trust the system, we put the delivery in their hands. Literally. An interactive wall in Dubai Mall let shoppers buy a meal pack and physically hand it over — watching a child on screen reach out and receive it in one seamless, unbroken moment. The distance disappeared. The impact was instant.

03/ Execution

Sensors, screens, and a moment of genuine connection.

At Dubai Mall, shoppers were invited to purchase a Salma meal pack through Mastercard. They stepped up to the wall, where an infrared range sensor detected their presence and triggered a live recording of a child reaching out on screen. As they slid the pack into the slot, a second sensor read its colour and movement — feeding that data to a computer in real time. The video responded: the child on screen received the exact same pack, in one fluid, unbroken motion. The wall was supported by targeted messaging across supermarkets, food courts, and digital channels, and donations continued beyond the activation through a dedicated mobile platform.

04/ Results

400,000 meals. 30 days. 53 nationalities.

n just one month, the wall brought together people from across the world in one of Dubai's busiest spaces — and connected them directly to children in need across the Middle East.

Results

Numbers that speak volumes.