Visa is no longer just a credit card. It has become the “wizardry behind the scenes, connecting just about everyone with just about everyone else” – the payment network to everyone, everywhere that lets people do business.
It’s the first work by Wieden + Kennedy for Visa after being appointed as agency of record in December last year and will launch during the Olympic opening ceremony on Friday, July 23.
Lynne Biggar, executive vice-president and global chief marketing officer at Visa, stated, “People think they ‘know’ Visa. Consumers and businesses trust the power of those four letters and see it when they open their wallet, pay a vendor, walk into a store or check out online. What they don’t see is how those four letters operate the most dynamic network of people, partnerships and products.
“With the world reopening and money increasingly moving in new ways, there’s no better time to showcase the work we do and the impact a purpose-driven brand with Visa’s scale can have to enable individuals, businesses and economies to thrive.”
Included in the campaign is a logo update by global design studio, Mucho. The company’s tagline remains as Everywhere you want to be. The campaign film was directed by Malik Hassan Sayeed. The full campaign includes a series of 15-second films, as well as social media and digital advertising.