Maya redefines the black card with a bold message of access and inclusion

For decades, the “black card” stood as an emblem of wealth and exclusivity - a glossy invitation to a world reserved for the few. But when Maya Bank decided to rewrite that legacy, it didn’t just introduce another premium card. It tore down the velvet rope entirely.

Enter Maya Black Credit Card, a redefinition of privilege powered by a creative campaign from dentsu Creative Manila. The “Welcome to Maya Black” campaign breaks away from the tropes of financial elitism, reframing access as the new status symbol through striking visual storytelling and cultural relevance.

Shot entirely in black and white, the film features three prominent Filipino celebrities - Julia Barretto, Maris Racal, and Jericho Rosales - each representing a facet of modern Filipino lifestyle and diversity. With an unmistakably confident and inclusive tone, the film champions ambition without arrogance and sophistication without exclusion, distilled into one resonant message: Access is the new privilege.

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The creative expression extends beyond screens. Outdoor placements carried the same minimalist aesthetic - bold contrasts, confident black visuals, and empowering copy - transforming billboards across major highways into statements of belonging. Synchronous LED displays amplified the message further, turning visibility into a movement. 

“This campaign was about challenging the same old boring way banks have talked about credit cards. Maya Black was never meant to be a symbol of exclusive privilege, but a redefinition of what it means to own a black card. Dentsu Creative Manila brought that to life with creativity and craft. They saw what we were really trying to say, that access can be sexy, and inclusion can look beautiful. It was a pleasure working with a team that could translate that vision into something that felt bold, defiant, and optimistic - exactly what Maya stands for,” said Pepe Torres, CMO of Maya Bank.

Wacky Torres, creative director at dentsu Creative Manila, added: “Having partnered with Maya across many chapters of its transformation, we have always been inspired not just by their innovation but their genuine desire to build for what Filipinos need. With Maya Black, we wanted the creative expression to echo that ambition to move Filipinos forward by making access feel natural, not intimidating, telling them that they belong to this story of access. We are proud to have shaped that story together with Maya who was open to our ideas.”

Together, Maya and dentsu Creative Manila have turned what was once a financial status symbol into a cultural statement - one that redefines the black card not as a privilege to aspire to, but as an invitation to belong.

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