Visa's Women's World Cup spot depicts game-changing moments of real-life players

Spot by Saatchi & Saatchi was inspired by athletes including Nadia Nadim of Denmark

Published On
May 03, 2019

Editor's Pick

Visa is supporting its sponsorship of the Women's World Cup for soccer with a TV spot recreating the stories of real-life players and the moments that changed their lives. 

With the theme and tagline "One Moment Can Change the Game," the ad, by Saatchi & Saatchi, is inspired by the stories of "Team Visa" players including Lucy Bronze of Great Britain, Eugenie Le Sommer of France, Kim Little of Scotland, Dzsenifer Maroszan of Germany and Nadia Nadim of Denmark.

For example, it revisits when Nadim was selected as part of Denmark's under 15 team after arriving in the country as an Afghan refugee, and when Maroszan scored the winning goal at the Rio Olympics. Other moments include girls being bought their first pair of soccer boots, winning their first trophy or pinning a poster of their idol to their bedroom wall. 

The global campaign will run in 33 countries, accompanied by digital and social films, print and OOH. It marks Visa's biggest onsite marketing investment in women's soccer so far. Chief Brand and Innovation Marketing Officer at Visa, Chris Curtin says that while the brand has run ads on women's soccer before: "We've never done anything quite on this level or this scale." 

Curtin says that the creative represents that women's soccer is at a tipping point and all it takes is one moment to change everything—a message it hopes will "cascade down" to a younger generation. In terms of the Team Visa athletes selected, he says Visa focused on the nature of the person and their story rather than their "popularity," making sure they were a good fit with the Visa brand. 

About

Credits

Date
May 03, 2019
Client:
Visa
Agency:
Saatchi & Saatchi-London
Creative Team:
Mia Silverman
Creative Team:
Sophie Browness
Creative Director:
William John
Global Chief Creative Officer:
Kate Stanners
Global Chief Strategy Officer:
David Hackworthy
Head of Planning:
Sam Wise
Account Director:
Emily Bennett
Account Manager:
Caitlin Quigley
Agency Producer:
Kat Maidment
Media Agency:
Starcom
Media Planner:
Paul Wilson
Production Company:
Radical
Director:
Mollie Mills
Audio Post Production:
Factory
Post Production:
ETC

Need a credit fix? Contact the Creativity Editors

Industry
Project Type