Visa, a world leader in digital payments, has launched a new integrated campaign across Australia and New Zealand to celebrate its 20 year support of women in sports and fifth consecutive sponsorship of the FIFA Women’s World Cup Australia & New Zealand 2023TM.
Created by Saatchi & Saatchi Australia, the campaign “Behind Every Number, There’s A Story” focuses on the story behind every player’s jersey number. The film captures a soccer player’s life from a five-year-old fan to a number five jersey player.
Digital and OOH celebrate the stories behind Team Visa athletes and world-renowned footballers, Ellie Carpenter (Lyon and Matildas) and Claudia Bunge (Melbourne Victory and NZ Football Ferns), both of whom are returning home this winter to play for their country in the FIFA Women’s World CupTM.
Natalie Lockwood, Visa’s Head of Marketing for Australia, New Zealand and South Pacific, says: “Visa is a data-driven company that analyses numbers for meaningful insights. Beyond the 260 billion transactions[1], we seek to celebrate the individual stories of the people we serve. Be it a transaction we enable, game statistics or a jersey number, there’s a personal story. In particular, we want to actively celebrate the stories and power of the women who are inspired to play this beautiful game, from parks to stadiums.”
Piero Ruzzene, Creative Director at Saatchi & Saatchi, adds: “We’ve chosen to tell a single woman’s story in film, which not only seeks to show how a moment with Visa can inspire great possibility, but further proves that a person can never know where a seemingly routine transaction can lead them.”
Media strategy was handled by Publicis Groupe’s Starcom. Client Service Director Jacqui Purcell said the agency chose “unmissable media formats to make inspiring connections with Visa’s long association with the FIFA Women’s World CupTM”. As part of that, Starcom was also able to negotiate a broadcast and digital sponsorship with the Seven Network (Channel 7 and 7plus) and Optus Sport, allowing for further brand association and aligning with the hype of the FIFA Women’s World CupTM on home soil.
The campaign has already kicked off with film across TV, online video and social, followed by OOH in July ahead of the FIFA Women’s World CupTM kick off.
Campaign Credits:
Client: Visa
SVP, Chief Marketing Officer, Asia Pacific: Danielle Jin
Head of Marketing, Australia, New Zealand and South Pacific: Natalie Lockwood
Head of Consumer Brand Marketing, Asia Pacific: Karen McGregor
Senior Director, Marketing, Asia Pacific: Alex Khoury
Senior Director Consumer Marketing and Partnerships: Simone Moss
Director, Consumer Marketing and Partnerships: Sam Smedley
Senior Manager, Asia Pacific Campaigns & Creatives, Aaron Yang
Creative Agency: Saatchi & Saatchi Australia
Creative Director: Piero Ruzzene
Art Director: Mary Graham
Copywriter: Phoebe Joiner
Creative: Mac Wright
Head of Strategy: Joe Heath
Group Business Director: Claire Thompson
Senior Business Manager: Emma McLellan
Business Executive: Dariusz Kuczynski
Head of Broadcast Production: Michael Demosthenous
Senior Broadcast Producer: Tamara Kennon
Print Producer: Holly De Roy
Head of Operations: Greer Macpherson
Production Company: Collider
Director: Beatrice Pegard
Executive Producer: Rachael Ford-Davies
Executive Producer/Producer: Olivia Hantken
DOP: Zoe White
Production Design: Sam Lukins
Colourist: Billy Wychgel
Editor: Adam Wills
Post Production Company: Collider
Compositor: Stuart Bedford
Music: Level Two
Darktown Strutter: Everybody Everyday
Sound: Sonar Music
Engineer: Timothy Bridge
Producer: Haylee Poppi / Louis Moore
Media: Starcom AU
Client Services Director: Jacqui Purcell
Head of Investment: Rebecca Ho
Performance Director: Angeline Hartono
Account Manager: Mitchell Brown
Investment Manager: Bailey Reed
Account Executive: James MacGregor
Starcom NZ
Group Business Director: Paul Hamilton
Business Manager: Beena Dhanji
[1] For the 12 months ended March 31, 2023; includes payments and cash transactions
