Visa
Money Is Changing
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
Visa needed to reconnect with Millennial women. We launched “Money Is Changing,” a platform designed to spark conversation around gender and money. Stepping well outside typical brand narratives and look & feel gave the work cultural heat and created deep resonance with our audience.
The campaign reversed a two-year slide in relevance and boosted Visa’s reputation as innovative—without ever saying the word “innovation.”
After launching an anthem and 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.
