Team Visa athletes give their followers a first
look at their journey to PyeongChang 2018 and how Visa’s innovative
payment products are helping along the way
With less than one month until the Olympic Winter Games
PyeongChang 2018 Opening Ceremony, Visa’s (NYSE: V) roster of Team
Visa athletes took the lead in launching the brand’s full-length
60-second global advertising campaign, “Resetting Finish Lines,”
across their personal social media accounts. Over the past week,
all 54 members of the Team Visa roster, including Olympic and
Paralympic athletes, hopefuls, and legends representing twenty-one
(21) countries and fifteen (15) sports, premiered the full-length
spot ahead of its traditional debut on global digital and broadcast
channels to highlight their appreciation for the support they’ve
received during their training for PyeongChang 2018.
“Creating a film and inviting Team Visa athletes to be the stars
and represent the Visa brand is our way of celebrating their
inspiring stories and cheering them on throughout their journey,”
said Lynne Biggar, chief marketing and communications officer at
Visa. “When it came time to launch the film, we couldn’t have asked
for a better medium than the athlete’s own social media
channels.”
Team Visa athletes Mikaela Shiffrin (USA, Alpine Skiing), Kamil
Stoch (Poland, Ski Jumping), Mark McMorris (Canada, Snowboard –
Slopestyle & Big Air), and Park, Seung-Hi (South Korea, Speed
Skating) were among the first to introduce the campaign on their
social channels to share their excitement leading up to PyeongChang
2018.
The film plays an integral role in Visa’s overall Olympic and
Paralympic Games sponsorship, which includes onsite activations and
new payment wearables. The creative thematic behind the campaign is
“resetting finish lines,” rooted in the understanding that these
athletes are continuously pushing their personal and athletic
boundaries in pursuit of achieving their Olympic and Paralympic
Winter Games dreams.
“Filming the campaign was our first opportunity to meet other
members of our Team Visa family,” said Seun Adigun, driver of the
Nigerian Women’s Bobsled Team. “It was a true highlight to spend
time with our extended Olympics family and try out the wearable
technology that Visa will make available at the Games.”
The global film is a compilation of vignettes that highlight the
inspirational and historic stories of eight Team Visa athletes en
route to the Games. Along the way, athletes leverage payment
innovations, such as Visa Checkout, contactless cards and the
recently announced wearable payment devices, including
payment-enabled gloves, commemorative stickers and Olympic Winter
Games pins that are now commercially available in Korea. This
marketing campaign will feature Visa’s suite of sensory branding,
developed to support an expanded universe of connected,
payment-enabled devices. Visa’s unique sound, animation and haptic
(vibration) cues signify completed, secure transactions in digital
and physical retail environments when consumers pay using Visa.
Shot by prominent sports marketing director, Stacy Wall, the
film encompasses one global storyline that will be shown in more
than a dozen versions across the world. The film was shot in New
Zealand and South Korea, and each of the 13 versions highlight
local Team Visa Olympic and Paralympic athletes using a variety of
payment technologies. Localized versions include: Canada, China,
Japan, Italy, South Korea, Poland, United Kingdom and the United
States.
To capture the spirit of the Games, Visa updated the lyrics,
music and vocals of “Anything You Can Do” by Irving Berlin to match
the energy of these athlete stories. The athletes featured in the
global film include: Mark McMorris (Canada, Snowboard –
Slopestyle & Big Air), Chloe Kim (USA, Snowboard -
Halfpipe), Mikaela Shiffrin (USA, Alpine Skiing), Park,
Seung-Hi (South Korea, Speed Skating), Seun Adigun
(Nigeria, Bobsled), Ngozi Onwumere (Nigeria, Bobsled),
Akuoma Omeoga (Nigeria, Bobsled), and Sara Takanashi
(Japan, Ski Jumping). The following athletes are also featured in
different versions of the film: Hilary Knight (USA, Ice
Hockey), Oksana Masters (USA, Para cross-country skiing
& Para biathlon), Kamil Stoch (Poland, Ski Jumping),
Han Cong (China, Figure Skating), Sui Wenjing (China,
Figure Skating) and Han Tianyu (China, Short Track Speed
Skating).
To learn more about Visa and its Olympic Games sponsorship,
visit
https://usa.visa.com/about-visa/sponsorships-promotions/olympics-partnership.html.
About Visa Inc.
Visa Inc. (NYSE: V) is the world’s leader in digital payments.
Our mission is to connect the world through the most innovative,
reliable and secure payment network - enabling individuals,
businesses and economies to thrive. Our advanced global processing
network, VisaNet, provides secure and reliable payments around the
world, and is capable of handling more than 65,000 transaction
messages a second. The company’s relentless focus on innovation is
a catalyst for the rapid growth of connected commerce on any
device, and a driving force behind the dream of a cashless future
for everyone, everywhere. As the world moves from analog to
digital, Visa is applying our brand, products, people, network and
scale to reshape the future of commerce. For more information,
visit usa.visa.com/aboutvisa, visacorporate.tumblr.com and @VisaNews.
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version on businesswire.com: http://www.businesswire.com/news/home/20180124005431/en/
Visa Inc.Bitsy Rich, 415-813-7252erich@visa.com
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