The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Innovation / New Ideas in Design
Annual ID
OS24_DE159M
About the Work
Grand Slam tennis tournaments couldn’t happen without ballkids. It’s a life-changing opportunity for them to see their heroes up close and be part of the action.
But some fans have always been overlooked for the chance to take part because the world thought they couldn’t do it.
Mastercard has been the official payments partner of the Australian Open for 8 years. Outside of this partnership, Mastercard brought together a network of passionate experts to make the first wheelchair ballkid possible.
Our technology partners, ballkid coach and assessor Diana Sutterby, Paralympic gold-medal wheelchair tennis champion Heath Davidson, previous world #4 tennis champion Alicia Molik, accessibility consultants, and, most importantly, junior wheelchair tennis champion Sonny Rennison came together with Mastercard to develop new assistive technology and a pilot program holding him to the same standard as every other ballkid.
During the first Grand Slam of the year in Australia, the first wheelchair ballkid hit the court. Sonny showed off the innovative ball collection device and wheelchair-mounted ball holder to the media, and they showed the world.
The story reached over 400 million people, and achieved $24.5 million in earned media. There was an 88% increase in positive brand sentiment month-on-month, and Mastercard had the highest earned share of voice compared to all tournament sponsors.
The pilot program was a groundbreaking success, showing what is possible.
Because a world where we all belong is Priceless.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Eleven/TBWA Sydney
Client / Brand
Mastercard / Sydney
Agency In-House Production Company
BOLT / Sydney
Art Director
Filipe Oliveira
Chief Creative Officer
Evan Roberts
Copywriter
Zac Blakemore
Director
Ethan Mclean
Editor
Jason Capizzi
Executive Creative Director
Russ Tucker
Producer
Charlotte ORourke
Business Manager
Ella Marelich
Director of Communications
Luke McClelland
General Manager
Amy Ashworth
Senior Business Director
Reegan Saiani
Senior Business Manager
Anna Van Den Berg
Senior Communications Specialist
Amy McIntyre
Senior Integrated Producer
Angela Garofolo
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