Visa
Money Is Changing
Brand campaign
RECOGNITION:
Honoree, Webby Awards, Advertising Products & Services category
Finalist, Shorty Awards, Consumer Goods and Financial Services categories
Finalist, Marketers That Matter, Larger Company Building Brand B2C category
Campaign Live: “Women and money take center stage in Visa's marketing rewrite”
THE CHALLENGE:
In its second year, the "Money Is Changing" campaign needed to build upon its initial success with Millennial Women. Visa aimed to deepen its relevance and further solidify its position as a progressive, innovative brand in the financial sector.
THE SOLUTION:
Building on the foundation laid in the first year, we evolved the "Money is Changing" campaign to more actively model financial empowerment for Millennial Women. This year's campaign expanded its narrative, incorporating the stories and perspectives of real women in business, sports, and Hollywood that resonated with the audience's evolving financial journey. We continued to dig into compelling data to drive conversations around money and finances. And we brought our advocacy to a wider audience with TV, OOH, experiential, and event marketing. We continued to break new ground for the brand, presenting Visa not just as a payment option, but as a proactive supporter of women's financial independence and growth.
MY PART:
I was both Design Director and Art Director on this campaign. I led a design & animation team in developing the new overall visual language & execution of the campaign — while also acting as Art Director to concept & execute digital content, OOH, and experiential activations — working closely on film & photo shoots with Suzanne Saroff for our product ads and data content, and working with our in-house studio team to shoot the modular greeting card and flashcard content.
THE OUTCOME:
The work struck a chord with woman thanks to a transparent and eye-opening look at the world they live in and how they are fashioning money in their image. The result: a 45% increase in brand relevance, reversing a two-year decline, AND a 33% increase in perception of Visa as an innovative brand — without using the word “innovation” once.