Creativity

Visa: Life Takes Visa

Visa's new integrated campaign is built around the AKQA-created LifeTakesVisa.com, where various consumer niches—like sports, entertainment, beauty, fashion and travel—offer their own microsites equipped with articles, tip

Published on Sep 20, 2007

Editor's Pick

Visa's new integrated campaign is built around the AKQA-created LifeTakesVisa.com, where various consumer niches—like sports, entertainment, beauty, fashion and travel—offer their own microsites equipped with articles, tips and various Visa-related special offers tied to an assortment of participating retailers and brands. The magazine cover-style print ads "speak to consumers right in the heart their interests: magazines," says TBWA/Chiat/Day CD Patrick O’Neill. But since magazines are almost as multifarious as websites, the object is to "connect with consumers in an old but new way, tailoring ads to specific interests and categories," he adds. "So instead of creating a few print ads with a similar 'campaign' look, each ad is very different from the next. The glue that holds them together is the masthead, inspired by the world of magazines," along with, of course, the "No matter what you want to do in life . . ." line. Not to mention the photography of Austrian team  Robert Staudinger and Andreas Franke (who shot all but this Zachary Scott "Paint By Numbers" ad), working with a variety of retouchers that vary in the manner of the ads.

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Credits

Date
Sep 20, 2007
Client:
Visa
Agency:
TBWA/Chiat/Day Los Angeles
Executive Creative Director:
Rob Schwartz
Creative Director:
Patrick O'Neill
Creative Director:
Joe Shands
Art Director:
John Dwight
Copywriter:
Steve Zumwinkel
Print Producer:
Melary Hill
Photographer:
Staudinger + Franke
Photographer:
Zachary Scott
Retoucher:
Gloss Gloss
Retoucher/CGI:
Saddington & Baynes
Retoucher:
Primary Primary
Retoucher:
Magic Group
Art Producer:
Jennifer Lamping

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