Saatchi & Saatchi London launches spot directed by RadicalMedia's Mollie Mills
Visa, the official payment service partner of FIFA, has unveiled its global marketing campaign for the Women’s World Cup France 2019.
Entitled 'One Moment Can Change the Game', the campaign amplifies the meaningful moments women are creating on and off the pitch, whether it be inspiring athletic greatness on the field, influencing business outcomes in the boardroom or driving economic impact at home and across industries. It was created by Saatchi & Saatchi London and the launch spot was directed by RadicalMedia's Mollie Mills.
“Our new campaign features moments of female empowerment and acceptance inspired by true stories from players creating a sense of authenticity.”, says Suzy Brown, marketing director, UK & Ireland, Visa. “Each of these moments cumulatively ‘change the game’ for good. We want Visa to be a catalyst to create positive change both in women’s football, but also levelling the playing field in other areas.”
Sarai Bareman, chief women's football officer at FIFA, adds: “The FIFA Women’s World Cup France 2019 is going to be the biggest women’s sporting event of the year and we are delighted that Visa can join us this summer for what is going to be the best FIFA Women’s World Cup ever. It is vital for the growth of women’s football that we have partners like Visa heavily involved in our showpiece event, and I am pleased to support the launch of their global campaign that centres on women’s empowerment.”
The global campaign showcases a series of authentic vignettes, inspired by the true stories of female football players, including Team Visa athletes, Lucy Bronze (Great Britain), Eugenie Le Sommer (France), Kim Little (Scotland), Dzsenifer Maroszan (Germany) and Nadia Nadim (Denmark). With football as the background, the films display how moments of acceptance and empowerment can have a profound impact on one’s life. Whether it is Maroszan scoring the deciding goal during the Rio 2016 Olympic Games final, or Nadim being selected as a member of the under-15 regional team in Denmark after arriving in the country as an Afghani refugee, each of these athletes have experienced moments that have defined their lives and inspired them to greatness. The global campaign will be activated in 33 markets, feature a combination of hero and social films and span broadcast television, digital, social, print and out-of-home.
Making its largest onsite investment in women’s football ever, Visa will also ensure the best fan experience by providing the latest payment technology at all venues:
- 1,600 upgraded point-of-sale terminals in nine official venues
- All point-of-sale terminals will be enabled with Visa sensory branding, signifying a completed transaction through a custom Visa sound and animation - giving fans the assurance they want every time they use Visa
- Commemorative contactless Visa prepaid cards and payment-enabled wristbands will be available at Visa customer service booths in all official venues
Across its sponsorship portfolio, Visa curates exclusive, unforgettable experiences for consumers and clients from around the world. These once-in-a-lifetime experiences provide fans with Visa’s exclusive access to the centre circle and team warm-ups prior to official matches. At this year’s tournament, Visa is hosting more than 700 consumers from 28 different countries and more than 65 clients from across Europe and North America.
Beyond the pitch, the Women's World Cup is one of many initiatives at Visa focused on celebrating women across the globe. In March 2019, Visa launched the first global Visa Everywhere Initiative: Women’s Global Edition, inviting women entrepreneurs to tackle FinTech and Social Impact challenges. After a series of regional semi-finals around the world, 12 startups will take the stage and participate in a final live-pitch event during the opening week of the tournament. Two overall winners will receive $100,000 each, mentorship and access to Visa’s network of partners and clients.