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    McCann, Director Fredrik Bond Shed Light On Blind and Partially Sighted In Spot Introducing Touch Card By Mastercard

    By SHOOTUpdated:No Comments5620 Views

    This "Spotlight" film from agency McCann introduces the Touch Card by Mastercard, a first-of-its-kind accessible payment card system for blind and partially-sighted people. 

    "The Touch Card is Mastercard‘s next step towards promoting inclusivity at scale. By innovating with accessibility in mind, we strive to provide equal opportunity for all to benefit from the ease and security of a digital world," said Raja Rajamannar, chief marketing & communications officer and president of healthcare, Mastercard. 

    Directed by nine-time DGA Award spot nominee Fredrik Bond of MJZ, “Spotlight” puts a blind and partially-sighted audience first by using audio descriptions like no film has before: as an elevated storytelling device, instead of an afterthought. Both the technique and storyline give viewers a rare glimpse into the everyday life of our partially-sighted actress. Shattering stereotypes often portrayed in the media, the film normalizes the partially-sighted and blind–and shows what a simple, yet profound innovation like the Touch Card can do to empower the community. Innovative use of Dolby Atmos spatial audio ensures the film is not only as inclusive as possible, but fully-immersive and enjoyable for everyone.

    The Touch Card campaign is a new and pivotal moment for Mastercard. For the first time, the longstanding Priceless brand has been made relevant and accessible to a whole new demographic: blind and partially sighted people. The ethos of the campaign is conveyed in the tagline: "A world designed for all of us, is Priceless." The "Spotlight" film is different from any other Mastercard has done. The film was born out of an extensive collaboration with the partially-sighted and blind community, and several authorities in the field, such as, VISIONS and the Royal National Institute Of Blind People (RNIB).

    "Spotlight" stars Marilee Talkington, an award-winning actor, artist, writer, director, creator, educator, consultant, disability advocate and activist. Talkington has been advocating for herself for nearly 20 years as a performer with vision loss.

    Credits

    Client Mastercard Agency McCann New York Pierre Lipton, chief creative officer; Caprice Yu, executive creative director; Ryan Paulson, Chad Baker, Pebble Goh, SVPs, group creative directors; Caro Rebello, Artur Lipori, VPs, creative directors; Aaron Kovan, head of production; Judi Nierman, SVP, executive producer; Liz O’Connor, producer; Oriol Bombi, EVP, global strategy director; Danielle Noto, SVP, group strategy director; Eric Johnson aka DJ Bunny Ears, SVP, executive music producer. Production MJZ Fredrik Bond, director. Editorial NO6 Jason MacDonald, founder/editor; Riley Donigan, assistant editor; Laura Molinaro, head of production. Music JSM Post/VFX MPC. Sound Design Henryboy Audio Post Heard City

     

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:Fredrik BondMcCannMJZ



    Ford, W+K London, WracK Team On “Charge Around The Globe” Docuseries

    Thursday, November 21, 2024

    This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.

    The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.

    “Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More

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