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.

2023 ADC Awards - Product Design

Touch Card

Agency McCann / New York

Client Mastercard



Annual ID


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.

2023 Awards

Total Points: 21



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

Executive Producer

Judi Nierman


Liz O'Connor

Account Director

Dayo Ajayi

Account Supervisor

Katie Reynolds
Reid Tuomala

Business Affairs Manager

Karen Phillips

Chief Production Officer

Nathy Aviram

Director of Communications

Veronica Bertran
Victoria Park

Associate Social Strategy Director

Kristen Levy

Brand Strategy Digital Marketing

John McDonald

CMO & Communications Officer & President, Healthcare

Raja Rajamannar

Co-Chief Creative Officer

Pierre Lipton
Shayne Millington
Tom Murphy

Co-Chief Creative Officer, North America

Sean Bryan

Consumer Marketing, North America

Nicola Grant

Director, Digital Marketing & Social Media

Gregg Weiss


Editorial No. 6 / New York

EVP, Global Creative Director

Caprice Yu

Executive Account Director

Matt Cunnell

Executive Music Producer

Eric Johnson

Global Brand Communications

Jill Davison

Global Brand Strategy & Innovation

Jusy Vigiletti

Global Chief Marketing & Communications Officer

Jeremy Miller

Global Strategy Director

Oriol Bombí

Group Account Director

Shelley Bowcher

Group Strategy Director

Danielle Noto

Head Of Production

Aaron Kovan


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

Social Strategy Director

Kim Price

Talen Payment Manager

Anne Marie Ferri

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