Visa encourages Aussies + Kiwis to travel the world in new work via Saatchi & Saatchi Aus
Visa, a world leader in digital payments, has launched a new integrated campaign across Australia and New Zealand, via Saatchi & Saatchi Australia, to encourage people to explore the world and remind travellers that Visa is the best way to pay while travelling overseas.
This campaign follows an intrepid traveller whose journey unfolds across different locations and cultural experiences. At the journey’s end, our traveller is revealed to be a Visa employee; she is going to the ends of the earth so travellers are informed that Visa has got them covered everywhere.
The campaign has launched across broadcast television, cinema, BVOD, social and across digital platforms.
Says Natalie Lockwood, head of marketing for Australia, New Zealand and South Pacific, Visa: “At Visa our purpose is to uplift everyone, everywhere by being the best way to pay and be paid. We know that Australians and New Zealanders are avid travellers and Visa plays a crucial role in connecting individuals, businesses and communities around the world through cross border travel and commerce.
“With international travel returning to near pre-pandemic levels, this campaign reminds consumers about Visa’s worldwide acceptance, delivering security and convenience to travellers anywhere their passions and interests take them.”
Says Simon Bagnasco, head of creativity, Saatchi & Saatchi: “This was a fantastic opportunity to celebrate the lengths Visa goes to, to ensure the last thing we need to be thinking about when we travel is ‘how will I pay for that’. We hope this campaign encourages Aussies and Kiwis to get back out there and explore the world.”
Media strategy was handled by Publicis Groupe’s Starcom.
Client service director Jacqui Purcell said the agency chose “unmissable media formats to connect with travellers, enabling people to have what they want when they go on their big adventure”.
Client: Visa
Head of Marketing, Australia, New Zealand and South Pacific: Natalie Lockwood
Senior Director Consumer Marketing and Partnerships: Simone Moss
Director, Consumer Marketing and Partnerships: Sam Smedley
Creative Agency: Saatchi & Saatchi Australia
Head of Creativity: Simon Bagnasco
Creative Director: Piero Ruzzene
Art Director: Robert Bamford
Copywriter: Ben De Klerk
Head of Strategy: Joe Heath
Junior Planner: Bridget Moyle
General Manager: Toby Aldred
Group Business Director: Claire Thompson & Lucy Haworth
Senior Business Manager: Emma McLellan
Head of Broadcast Production: Michael Demosthenous
Head of Operations: Greer Macpherson & Deborah Munro
Editor: Ed Coyle
Head of Digital Production: Danny Marston
Digital Producer: Daniel Payne
Digital Designer: Jake Bruce
Developer: Steven Ashby
Production Company: MOFA
Director: Bill Bleakley
Executive Producer: Llew Griffiths
Producer: Geordi Caputo
Director of Photographer: Joey Knox
Production Designer: Jimmy Jaldin
Stylist: Valeria Wilde
Editor: Paul Rowe
Online: Drew Moden & Mr Fox Post
Colourist: Matt Fezz
Music & Sound: MassiveMusic Sydney
Media Agency: Starcom AU
Client Services Director: Jacqui Purcell
Head of Investment: Rebecca Ho
Digital Manager: Chloe Cudilla
Investment Manager: Bailey Reed
Account Executive: James MacGregor
Head of Strategy: Carmen Campbell
Starcom NZ
Group Business Director: Paul Hamilton
Business Manager: Beena Dhanji
24 Comments
Nah!
What a boring story, boringly told for 60 seconds
Onya Bill, big spot.
A few big edit issues.
Some really poor blocking at the end.
This feels cobbled together and messy…..it’s a shame
Fully agree with your thoughts.
Could you possibly point out the big edit issues you speak of exactly?
From 1 second to 60seconds into the content edit.
is the best thing about it
Epic locations and scale.
Nice holiday junket for agency and crew. Unfortunately for the audience another uninspired montage of random shots they’ve seen before.
Whilst this may work in a basic sense, it’s lazy garbage.
Makes me keen af to travel @@@
lets get into debt.
Amount of credits
Even rocky had a montage
Love it. Let’s go explorin’
EPIC
Disparaging comments but nothing specific about what they think is bad and no suggestions for how they’d make it better….check
My favourite comment is ‘Whilst this may work in a basic sense, it’s lazy garbage.’ What does work in a ‘basic sense’ mean? The job of advertising is to ‘work’, by the sense of the campaign objectives which is usually one of awareness, consideration or sale. Why would you want to make delivering that objective harder than it needs to be?
Basic = make ad for travel, so i take actor travelling and film her doing basic travel stuff. You’ve seen this before a 100 times right?
It does work very basically, as in people look at it and think yes I want to be that person too. This is only passable. It’s like delivering c grade work because a C passes. As you are saying why try harder? Why try for A grade work? Why try to make something different if it works ok. If that’s your attitude, then nothing would ever change or get better. Horse and cart worked in a basic sense too?
You forget that ads are about attracting eyes, which means entertainment. If everyone has seen these images and this concept before, so why would people bother watching when captive audiences are a thing of the past. A past where you may come from, where your ideas worked, so you don’t want things to change because as you’ve said, you don’t want things to be harder for you.
Random travel montage… check.
How to make it better?
Come up with an idea that hasn’t been done a million times before and so doesn’t bore the audience.
I really hope the creatives got to go on the shoot. Probably the best thing about making this ad.
a lot of you commenters have probably never worked on a big brand spot for a big conservative brand, and haven’t been through the process. it can quite often be round after round of concepts, with continuing amounts of feedback that whittle the possibilities down. the timeline gets more desperate, the pressures get greater, and eventually where you end up is where you end up. it’s not as simple as ‘just do a good idea next time’. it’s where it starts – but what happens after that depends mostly on the client, and a lesser extent the agency relationship (but even the best operators are no match for a big conservative brand machine). i think this spot is nice considering the brand, category and gauntlet they probably had to run.
Hopefully clients read this blog too.
Here’s a tip…don’t put useless shit that is rubbish on the blog.
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