Visa launches brand campaign ‘The Future We’re Working On’

Payments company Visa has released a new brand campaign, “The Future We’re Working On” aimed at moving perceptions beyond the brand as a card company.

Created by Clemenger BBDO Sydney, each 30 second ad focuses on a different aspect of Visa, including its ability to pair with your car and the ability to pay with a smart watch.

The ads features the soundtrack ‘Above the Clouds’ by SzDE and Olivia Reid and use the slogan “that’s the future we’re working on”.

Jac Phillips, head of marketing for Visa Australia and New Zealand, said the campaign is about highlighting Visa’s ability to create “integrated commerce experiences”.

“It does this by bringing the potential of the internet of things to life, through wearables, mobile payments and the connected car,” Phillips said in a statement.

Visa said the campaign is aimed at 18 to 64 year old “early adaptors” and “high achievers”.

However, the payments company described this age group as “ageless progressives”.

“Ageless progressives include creative types and social influencers. They’re modelled on the influential traits of millennials, without the restriction of age. Whether in their 20s, 40s, or 60s, ageless progressives never stop being open to new solutions and experiences. Through this campaign, we’re aiming to help them understand Visa’s role as a technology brand, moving away from being seen as ‘the credit card company’,” Phillips said.


  • Creative: Clemenger Sydney
  • Media: Starcom

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