As the official payment services partner of Fifa, Visa unveiled its global marketing campaign ‘One Moment Can Change the Game.’ The campaign highlights Visa’s support of women entrepreneurs, cardholders, small business owners and athletes, as well as its commitment to diversity and inclusion.
The global campaign showcases a series of vignettes, inspired by the true stories of female football players, including Team Visa women football players, Lucy Bronze (Great Britain), Eugenie Le Sommer (France), Kim Little (Scotland), Dzsenifer Maroszan (Germany) and Nadia Nadim (Denmark).
With soccer as the background, the films display how moments of acceptance and empowerment can have a profound impact on one’s life. Whether it is Maroszan scoring the deciding goal during the 2016 Olympic Games final, or Nadim being selected as a member of the under-15 regional team in Denmark after arriving in the country as an Afghani refugee, each of these athletes has experienced moments that have defined their lives and inspired them to greatness. The campaign will reach 33 markets, featuring a combination of hero and social films on broadcast television, digital, social, print and out-of-home.
Agency: Saatchi & Saatchi