Visa explores the story behind jersey numbers in new Women’s World Cup campaign

Financial service company Visa has launched a new campaign ahead of FIFA Women’s World Cup 2023, highlighting the story behind a sports player’s jersey number.

The integrated campaign, created by Saatchi & Saatchi Australia, will take place across TV, online video and social, followed by OOH in July.

The 30-second TVC tells the story behind Ellie Carpenter (Lyon and Matildas) and Claudia Bunge (Melbourne Victory and NZ Football Ferns), both returning home this winter to play for their country.

Natalie Lockwood, Visa’s head of marketing for Australia, New Zealand and South Pacific, said: “Visa is a data-driven company that analyses numbers for meaningful insights.

“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, added: “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.”

The campaign is the latest in a series of Women’s World Cup campaigns from supporting brands, including those from Coca-Cola, Adidas and CommBank. It also marks Visa’s fifth consecutive sponsorship of the tournament.

Campaign Credits:SVP, Chief Marketing Officer, Asia Pacific: Danielle JinHead of Marketing, Australia, New Zealand and South Pacific: Natalie LockwoodHead of Consumer Brand Marketing, Asia Pacific: Karen McGregorSenior Director, Marketing, Asia Pacific: Alex KhourySenior Director Consumer Marketing and Partnerships: Simone MossDirector, Consumer Marketing and Partnerships: Sam SmedleySenior Manager, Asia Pacific Campaigns & Creatives: Aaron YangCreative Agency: Saatchi & Saatchi AustraliaCreative Director: Piero RuzzeneArt Director: Mary GrahamCopywriter: Phoebe JoinerCreative: Mac WrightHead of Strategy: Joe HeathGroup Business Director: Claire ThompsonSenior Business Manager: Emma McLellanBusiness Executive: Dariusz KuczynskiHead of Broadcast Production: Michael DemosthenousSenior Broadcast Producer: Tamara KennonPrint Producer: Holly De RoyHead of Operations: Greer MacphersonProduction Company: ColliderDirector: Beatrice PegardExecutive Producer: Rachael Ford-DaviesExecutive Producer/Producer: Olivia HantkenDOP: Zoe WhiteProduction Design: Sam LukinsColourist: Billy WychgelEditor: Adam WillsPost Production Company: ColliderCompositor: Stuart BedfordMusic: Level TwoDarktown Strutter: Everybody EverydaySound: Sonar MusicEngineer: Timothy BridgeProducer: Haylee Poppi & Louis MooreMedia: Starcom AUClient Services Director: Jacqui PurcellHead of Investment: Rebecca HoPerformance Director: Angeline HartonoAccount Manager: Mitchell BrownInvestment Manager: Bailey ReedAccount Executive: James MacGregorStarcom NZGroup Business Director: Paul HamiltonBusiness Manager: Beena Dhanji


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