Visa
Money Is Changing
Brand campaign
RECOGNITION:
Winner, Shorty Social Good Awards, Best in Financial Services
Gold, Midas Awards, Illustration
Silver, Midas Awards, Social Media
Finalist, Shorty Social Good Awards, Gender Equality category
THE CHALLENGE:
Visa needed to revitalize its connection with Millennial Women, a demographic previously overlooked in their marketing strategies. Beyond boosting relevance, Visa aimed to position itself as an innovator in the financial sector.
THE SOLUTION:
We launched “Money is Changing,” an advocacy-based campaign specifically focused on the financial empowerment of Millennial Women. Adopting an editorial-style visual approach and tone, we crafted social content that would instigate and spark meaningful conversations — using relatable animated vignettes as well as particularly from first party research we commissioned
MY PART:
I was both Design Director and Art Director on this campaign. I developed the overall visual language of the campaign, while also concepting scripts & execution ideas (both in pitch and live execution stage). I oversaw the work of our illustrator Sara Andreasson & our animation partners at Sibling Rivalry.
After launching an anthem and provocative conversation starter videos on social, we commissioned first party research on generational changes in attitudes and practices towards money, publishing a whitepaper of our findings…
…and turning particularly interesting findings into social ads that would get the conversation going.
We installed live polling at Bustle’s inaugural “Rulebreakers” event.
And we showed that Visa’s innovation wasn’t limited to their products, but was part of the brand’s progressive stance in culture.
THE OUTCOME:
This approach profoundly resonated with Millennial Women, boosting Visa’s image as a brand that not only understands but also actively supports their financial aspirations, leading to a noticeable increase in brand relevance and innovation perception (without any explicit mentions of ‘innovation’).
Building on the success of the campaign, we extended the campaign into a second year, shifting the focus from sparking conversation to modeling it.