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ANDY Awards

Creative Award
New York, United States
MasterCard - "Touch Card" by ANDY Awards 2023

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TitleTouch Card
Agency
Campaign Touch Card
Advertiser Mastercard International
Brand MasterCard
Date of First Broadcast/Publication 2022 / 3
Business Sector Credit Cards
Story The core idea and mission of the Mastercard Touch Card campaign is reflected in our tagline, “A world designed for all of us, is Priceless.”Not only did the Touch Card introduce a new standard for financial inclusion, our 360° campaign reinvented the way we use a wide range of advertising media to reach our demographic on their terms. Our goal was to get the Touch Card into the hands of those who need it most – and to show the world what was possible when designing a campaign for the partially sighted and blind.The innovative solutions we developed are applicable far beyond the Touch Card campaign – and designed to make all future communications, retail experiences and environments more accessible for low vision people everywhere.Every part of our campaign was vetted extensively and endorsed by The Royal National Institute of Blind People (RNIB), VISIONS/Services for the Blind and Visually Impaired, and accessible design leader, IDEMIA.
Media Type Case Study
Length
AI Description The ad highlights the challenges faced by those with visual impairments when using modern credit cards, which have lost their raised numbers. It introduces the MasterCard Touch Card, designed with notches for easy identification among credit, debit, and prepaid cards. By featuring personal testimonies, the ad emphasizes the need for an accessible design. The ad also showcases innovative approaches to advertising, like using audio descriptions and screen reader compatibility. This thoughtful campaign by MasterCard and McCann New York seeks to empower the visually impaired by improving accessibility and financial independence across global markets.
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