Mastercard puts visual impairment in the Spotlight
The financial services company's new campaign is a stylish film that shows how the brand's new Touch Card makes transactions more accessible for blind and partially-sighted people.
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Credits
powered by
- Agency McCann/New York
- Production Company MJZ/USA
- Director Fredrik Bond
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Credits
powered by
- Agency McCann/New York
- Production Company MJZ/USA
- Director Fredrik Bond
- Chief Creative Officer Pierre Lipton
- Executive Creative Director Caprice Yu
- Group Creative Director Ryan Paulson
- Creative Director Caroline Rebello
- Creative Director Artur Lipori
- HP Aaron Kovan
- Executive Producer Judi Nierman
- Producer Liz O'Connor
- Edit Company NO6
- Editor Jason MacDonald
- Post Producer Laura Molinaro
- Music Company JSM Music
- Post Company The Mill/New York
- Audio Post Heard City
- Sound Design Henry Boy
- Group Creative Director Chad Baker
- Group Creative Director Ethan Schmidt
- Group Creative Director Pebble Goh
- Executive Music Producer Eric Johnson
Credits
powered by
- Agency McCann/New York
- Production Company MJZ/USA
- Director Fredrik Bond
- Chief Creative Officer Pierre Lipton
- Executive Creative Director Caprice Yu
- Group Creative Director Ryan Paulson
- Creative Director Caroline Rebello
- Creative Director Artur Lipori
- HP Aaron Kovan
- Executive Producer Judi Nierman
- Producer Liz O'Connor
- Edit Company NO6
- Editor Jason MacDonald
- Post Producer Laura Molinaro
- Music Company JSM Music
- Post Company The Mill/New York
- Audio Post Heard City
- Sound Design Henry Boy
- Group Creative Director Chad Baker
- Group Creative Director Ethan Schmidt
- Group Creative Director Pebble Goh
- Executive Music Producer Eric Johnson
Created by McCann New York this new campaign for Mastercard uses lighting to put a partially sighted woman at the centre of the story.
The campaign introduces the brand's new Touch Card, which has been designed with identifiable notches to show which card is which. The 120-second film, called Spotlight, also puts blind and partially-sighted audiences first by using audio descriptions as an elevated storytelling device, instead of just as an afterthought, with the technique and storyline giving viewers a glimpse into the everyday life of partially-sighted people.
“The Touch Card is Mastercard‘s next step towards promoting inclusivity at scale," said Raja Rajamannar, Chief Marketing & Communications Officer and President of Healthcare, Mastercard. "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."
