ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Craft in Video / Sound Design
Annual ID
ADC102_ADV016G
About the Work
Turning to experts in accessibility – like The Royal National Institute of Blind People (RNIB) and VISIONS – to glean insight into what the partially sighted and blind need most, Mastercard found that the payment category is somewhere where their needs have been neglected. We heard stories of the deep anxiety that comes with approaching the store check-out. Something as seemingly simple as purchasing your items is being punctuated with fumbling through wallets, looking for the right card, impatient scoffs and toe taps of other patrons in line, and often paying with the wrong card. Low-vision cardholders have had to hack their cards with scissors, hole punchers, rubber bands or trust someone to identify their card for them. This is so much more than extra time at the register. The implications of non-accessible products say, “this world isn’t for you”.
As a solve for this growing pain point, Mastercard introduced Touch Card. Touch Card is an accessible system of cards with cut out notches that allows anyone to identify their cards right the first time, without the hassle of riffling through a wallet or the anxiety of checkout with people tapping their toes. Unique notches in different cards– Squared for credit, rounded for debit, and triangular for prepaid– were designed to be learned instantly. While these notches are useful for everyone, Touch Card was created specifically for the blind and partially sighted community in mind.
As a solve for this growing pain point, Mastercard introduced Touch Card. Touch Card is an accessible system of cards with cut out notches that allows anyone to identify their cards right the first time, without the hassle of riffling through a wallet or the anxiety of checkout with people tapping their toes. Unique notches in different cards– Squared for credit, rounded for debit, and triangular for prepaid– were designed to be learned instantly. While these notches are useful for everyone, Touch Card was created specifically for the blind and partially sighted community in mind.
2023 Awards
Total Points: 45
Gold Cube
Credits
Agency
McCann / New York
McCann / London
PR / Marketing Agency
Ketchum / New York
Production Company
Craft New York / New York
MJZ / New York
MPC / New York
Music / Sound Production Company
JSM Music
Henryboy / New York
Q Department / New York
Post Production Company
Heard City / New York
Media Distribution Company
Carat / New York
Chief Creative Officer
Adrian Botan
Creative Director
Jacob Bakkila
Andrew Hajjar
Eduardo Quadra
Francisco Valenzuela
Gong Liu
Producer
Liz O'Connor
Strategist
Blair Baker
Account Supervisor
Katie Reynolds
Reid Tuomala
Business Affairs Manager
Karen Phillips
Chief Production Officer
Nathy Aviram
Director of Communications
Victoria Park
Head of Production
Aaron Kovan
Senior Art Director
Katie Davis
SVP Group Account Director
Shelley Bowcher
Associate Social Strategy Director
Kristen Levy
Chief Client Officer McCann North America
Veronica Bertran
CMO & Communications Officer & President, Healthcare
Raja Rajamannar
Co-Chief Creative Officer New York
Pierre Lipton
Shayne Millington
Co-Chief Creative Officer North America
Sean Bryan
Tom Murphy
Director, Digital Marketing & Social Media
Gregg Weiss
Editorial
Editorial No. 6 / New York
EVP Global Creative Director, New York
Caprice Yu
EVP Global Strategy Director
Oriol Bombí
EVP, Global Chief Marketing & Communications Officer
Jeremy Miller
Innovation
Armstrong / New York
Integrated Producer
Katie Henry
Manager, Brand Strategy & Innovation
Patrick Larsen
Manager, Consumer Marketing
Beth Dolan
Manager, External Comms
Macy Salama
Social Account Director
Julia Grasso
Social Strategist
Cassie Maack
SVP Consumer Marketing, North America
Nicola Grant
SVP Executive Account Director
Matt Cunnell
SVP Executive Music Producer
Eric Johnson
SVP Executive Producer
Judi Nierman
SVP Group Creative Director
Chad Baker
Ethan Schmidt
Pebble Goh
Ryan Paulson
SVP Group Strategy Director
Danielle Noto
SVP Head of Social & Digital Strategy
Jamie Winner
SVP, Brand Strategy, Digital & Advertising
John McDonald
SVP, Global Brand Communications
Jill Davison
Talent Payment Manager
Anne Marie Ferri
Vice President, Global Brand Strategy & Innovation
Jusy Vigiletti
VP Account Director
Dayo Ajayi
VP Creative Director
Artur Lipori
Caro Rebello
VP Social Strategy Director
Kim Price
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