SYDNEY, Today: Visa has launched a new integrated campaign across Australia and New Zealand via Saatchi & Saatchi Australia, to celebrate its 20-year support of women in sports and fifth consecutive sponsorship of the FIFA Women’s World Cup Australia & New Zealand 2023.
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 countries in the FIFA Women’s World Cup.
Visa AUNZ’s Sydney-based head of marketing Natalie Lockwood said: “Visa is a data-driven company that analyses numbers for meaningful insights.
“Media strategy is being handled in Aotearoa by Publicis Groupe’s Starcom NZ.”
“Beyond the 260 billion transactions, 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.”
Saatchi AU CD Piero Ruzzene said: “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 in NZ by Publicis Groupe’s Starcom. Client service director Jacqui Purcell (Sydney-based) said: “The agency chose unmissable media formats to make inspiring connections with Visa’s long association with the FIFA Women’s World Cup.”
The campaign has already kicked off with film across TV, online video and social, followed by OOH ahead of tomorrow’s kick off.
CREDITS
Client: Visa
Creative Agency: Saatchi & Saatchi Australia
Production Company: Collider
Music & Sound: Sonar
Media: Starcom AU & Starcom NZ
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