London International Awards
2022 Winners and Finalists
Regional Music & Sound Company of the Year: North America
JSM Music, New York
Silver
Design
Direct Marketing - Consumer Campaign
Entrant: | McCann New York, New York |
Brand: | Mastercard |
Title(s): | "Touch Card", "Touch Card_Launch Film ", "Touch Card_Spotlight Film ", "Touch Card_Board" |
Corporate Name of Client: | Mastercard |
Agency: | McCann New York, New York |
Music Production Company: | JSM, New York |
Description:
For Mastercard’s competitors, the 2.2 billion blind and partially sighted people in the world are often treated like an afterthought. But when Mastercard learned that the low-vision community was having trouble telling their payment cards apart – after most banks removed embossing – we did something about it. We entered a years-long collaboration with the low vision community and accessibility leaders from around the world to redesign payment cards around them. The Touch Card introduces a system of notches that allow anyone to tell their cards apart with just a touch. Based on our learnings, the notches were designed around simple, geometric shapes that anyone could learn and remember instantly. And the notches are positioned opposite the chip – not only so cardholders know which way to insert the card – but to avoid interference with the inner-wiring of any existing card, allowing for seamless product integration around the world. The Touch Card works at every type of terminal and ATM, globally. And when introducing the card, we found dozens of new and innovative ways to hack traditional media to communicate with the low-vision community on their terms. Because a world designed for all of us, is Priceless.