Visa
Money Is Changing
(Year One)
Brand campaign
Role: Design Director, Art Director
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 content designed to spark meaningful conversations, challenge money taboos, and spotlight revealing data about the financial lives of Millennial Women. The campaign pushed beyond conventional advertising around payment methods to a narrative that emphasized Visa’s commitment to understanding and supporting Millennial Women.
We commissioned research on generational changes in attitudes and practices towards money, and published a whitepaper of our findings
…and turned particularly interesting findings into social ads to 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’).