Touch Card by Mastercard is a first-of-its-kind accessible payment card system for blind and partially-sighted people.
To introduce the Touch Card, the credit card issuer designed the “Spotlight” film to be as accessible as the card itself. This new creative from McCann gets this much-needed innovation into the hands of those who need it most, while educating the general public on the challenges faced by this underrepresented community.
“The Touch Card is Mastercard‘s next step towards promoting inclusivity at scale. By innovating with accessibility in mind, we strive to provide equal opportunity for all to benefit from the ease and security of a digital world,“ said Raja Rajamannar, Chief Marketing & Communications Officer and President of Healthcare, Mastercard.
“Spotlight” puts a blind and partially-sighted audience first, by using audio descriptions like no film has before: as an elevated storytelling device, instead of an afterthought. Both the technique and storyline give viewers a rare glimpse into the everyday life of our partially-sighted actress.
Shattering stereotypes often portrayed in the media, the film normalizes the partially-sighted and blind – and shows what a simple, yet profound innovation like the Touch Card can do to empower the community. Innovative use of Dolby Atmos spatial audio ensures the film is not only as inclusive as possible, but fully-immersive and enjoyable for everyone.
The film stars Marilee Talkington, an award-winning actor, artist, writer, director, creator, educator, consultant, disability advocate and activist. Marilee has been advocating for herself for nearly 20 years as a performer with vision loss. The ethos of the campaign is conveyed in the tagline: “A world designed for all of us, is Priceless.” Watch below:
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The Touch Card campaign is a new and pivotal moment for Mastercard. For the first time, the longstanding Priceless brand has been made relevant and accessible to a whole new demographic: blind and partially sighted people.
The “Spotlight” film is different from any other Mastercard has done, as McCann reinvented the film medium to make communications more accessible than ever before for our demographic. The film was born out of an extensive collaboration with the partially-sighted and blind community, and several authorities in the field, such as, VISIONS and the Royal National Institute Of Blind People (RNIB).
“Spotlight” is currently airing on HGTV, Hulu, Discovery, Food Network, CTV and other channels. You can also view the ad online here.
CREDITS:
CLIENT: Mastercard
- Raja Rajamannar – Chief Marketing & Communications Officer and President
- John McDonald – SVP, Global Integrated Marketing and Communications at Mastercard
- Judy Vigiletti – Director, Global Brand Strategy
- Patrick Larsen – Brand Strategy, Experience & Design
AGENCY: McCann
- Pierre Lipton – Chief Creative Officer
- Caprice Yu – Executive Creative Director
- Ryan Paulson – SVP Group Creative Director
- Chad Baker – SVP Group Creative Director
- Ethan Schmidt – SVP Group Creative Director
- Pebble Goh – SVP Group Creative Director
- Caro Rebello – VP Creative Director
- Artur Lipori – VP Creative Director
- Aaron Kovan – Head of Production
- Judi Nierman – SVP Executive Producer
- Liz O’Connor – Producer
- Oriol Bombi – EVP Global Strategy Director
- Danielle Noto – SVP Group Strategy Director
- Veronica Bertran – Chief Client Officer, McCann North America
- Mat Cunnell – SVP Executive Account Director
- Dayo Ajayi – VP Account Director
- Reid Tuomala – Account Supervisor
- Katie Reynolds – Senior Account Executive
- Karen Phillips – Business Affairs Manager
- Eric Johnson aka DJ Bunny Ears – SVP Executive Music Producer
EDIT: No6
- Jason MacDonald – Founder/Editor
- Riley Donigan – Assistant Editor
- Laura Molinaro – Head of Production
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