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Swiping a plastic credit card is no longer the only way to exchange money as digital commerce expands to fuel the global economy.
Visa’s new global advertising campaign, ‘Meet Visa’, created by the newly named benchmark agency Wieden + Kennedy, shows how the card issuer’s fintech network enables people to ‘transfer money from’ here to there â€.
The first spot explores Visa’s role in global business transactions, such as awarding real-time wages to concert workers and enabling payments through cryptocurrency.
“The pandemic has accelerated our thinking because so many of the solutions Visa has been able to put in place to help individuals navigate their business journey focused on what we are known for, which is payments to consumers,” Lynne Bigger, Director of Global Marketing for Visa. officer, told Campaign US. “We are a driver of trusted commerce. “
The multi-year marketing campaign also includes a redesigned logo with short blue and gold stripes on a white background. The style recalls the image of the Visa payment card used in its advertising from 1960 to 1996.
The new logo, designed by global brand design company Mucho, will appear in “Meet Visa†ads, across digital channels and corporate communications.
Rebranding during the pandemic “was not for the faint of heart,” Bigger added. Visa selected Wieden + Kennedy as its global benchmark agency in December, and the agency rushed to work on the campaign.
Bigger hopes the campaign will reach people who do not have access to formal financial services. Over the past five years, Visa has invested $ 9 billion in technology for person-to-person and large business payments around the world.
“The breadth of everything Visa does is so powerful,†Bigger said. “Our ability to unlock economic access and enable individuals, businesses and economies to thrive. I think the average person doesn’t know that.
“Meet Visa” will debut at the opening ceremony of the Tokyo Olympics. Additional spots will be broadcast on digital and out-of-home platforms. Visa will introduce its new branding throughout 2021 in more than 200 countries and territories where the company operates.
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