“Main character energy” with visa
A regional 360 campaign for the unapologetic traveler. With Visa, you can do whatever you want.
Now, more than ever, travelers want to write their own travel narrative, whether that means being frugal with flights just to splurge at restaurants,
or choosing to document their experiences like they’re a mega-influencer (even when we’re not!)
Crucially, our campaign revolves around a social strategic insight — To embody Main Character Energy and choosing to prioritize our specific desires when traveling.
To be authentic, unapologetic, and Go Wherever Your Heart Beeps.
The narrative screams “I DON’T GIVE A F***!!!!”
To be UNAPOLOGETIC across different touchpoints
Our campaign line is MODULAR, EXPANDABLE and is ALL ABOUT TRAVEL
Our KVs are set in unorthodox situations, dramatizing the carefree, who-cares-if-they’re-staring spirit we want everyone to have when they travel with Visa.
TOTALLY UNHINGED TRAVEL
The “Beep” is what you hear when you pay with Visa. We turned this transactional sound into an emotional one, getting our audience to associate it with carefree travel by starting every super-wild-your-friends-would-never-believe-you-trip sequence with the beep.Sonic Branding WHAT IF THE VISA BEEP HAS A PERSONALITY?
We tasked music KOLs to translate the Visa beep into an iconic sound that will be recalled and loved by all, creating a song (in their own style) that would connect to their community – a track that people would want to use, share and recreate.
MAIN CHARACTER ENERGY GOES SOCIAL
Social is now an essential companion of the journey and plays different roles at each stage. To extend the conversation at every travel phase we remix the social videos, optimizing reach, increasing engagement, and driving people back to our page for more content.Client: Visa
Agency: VaynerMedia APAC
Creative Directors: Mae Ong, Candice Chhoa
Art: Azlan Tengku, Aida Sa’ad
Copy: Emillio Rodrigues
Creators: Ziwei Koh