A Stunning New Mastercard Ad Uses Accessible Marketing to Center People Who Are Visually Impaired
A brilliantly designed commercial for Mastercard is meant to be as accessible because the product it’s selling. The venture of filmmaker Fredrik Bond in collaboration with branding company McCann, the commercial opens with an audio description produced for people who find themselves blind or partially sighted, a characteristic that overlays the rest of the work.
The following narrative, which is used as a vital storytelling machine reasonably than non-compulsory addition, follows the protagonist, Marjorie—performed by actress and activist Marilee Talkington—as she leaves her condominium to seize a espresso. A roving highlight illuminates buddies and passersby, who produce sound-generating actions that she parses as she walks down the sidewalk with a cane. As soon as on the cafe, Marjorie makes use of Mastercard’s new Contact Playing cards, that are notched in several shapes to assist people who find themselves visually impaired distinguish credit score from debit from pay as you go.
At its shut, “Highlight” amends the corporate’s long-running slogan with a pitch for extra inclusivity and accessibility that mirrors the strategy launched by the industrial: “As a result of a world designed for all of us is priceless.”
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