Visa
Money Is Changing
(Year Two)
Brand campaign
Role: Design Director, Art Director
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.
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.