Priceless Table & Stand Up to Cancer

When a brand wants to attach itself to a cause, the worst move is a donation that no one remembers. Priceless Causes answered that with two campaigns a year apart: a five-star dinner staged on top of a Times Square billboard, and a follow-up that made supporting Stand Up to Cancer as simple as dining out with your MasterCard.

Cause marketing's failure mode is a donation nobody remembers. Money moves, values get claimed, and nothing about what the brand actually stands for becomes legible to anyone watching.

Priceless Table

A five-star dinner catered by Marcus Samuelsson on top of a Times Square billboard, generating donations for Stand Up to Cancer through every cardholder who participated. The gesture made the brand's values legible without a single word of cause-marketing copy.

Dig In & Do Good

The follow-up campaign solved a different problem: how to make cause participation frictionless. Cardholders supported Stand Up to Cancer simply by dining out with their MasterCard — no additional action required. I removed every barrier between intention and participation, then let organic social carry the story.

The dinner was the headline. The programme underneath it was a year-shaped editorial system.

Get Together ran on a simple mechanic: dine out on a Mastercard and the company donates to Stand Up To Cancer, one precious cent at a time, up to four million dollars. No entry, no code, no form. The ask was something people were going to do anyway.

The content was commissioned rather than produced — seven food and motion artists including Henry Hargreaves, Christopher Boffoli, Terry Border, Samantha Lee, Victor Nunes and Red Hong Yi, each making original work around the idea of getting together. Artists with their own practices and their own audiences, not a studio shoot.

The calendar was built from the food holidays people were already posting about — Ice Cream Day, Hot Dog Day, Oyster Day, National Dance Day — alongside the Home Run Derby and the All-Star Game. Twenty-three moments across the run, roughly nine of them video, on a fixed per-channel cadence: Instagram and Twitter always-on two to three times a week, Facebook weekly, short video two to three times a month, plus making-of films whenever a commission allowed it.

The Priceless Table itself ran three weeks above Times Square, serving Marcus Samuelsson's Red Rooster menu, with 100% of proceeds to Stand Up To Cancer and seats released first-come every Tuesday morning.