Consumers agreed that the VISA Card is one the most powerful touchpoints for the brand. The strategy amplified this flagship contact (the card itself) using ambient media built specifically in locations hand picked by the agency team. The result was a series of GIGANTIC outdoor executions, that visually dominated these areas, that the audience could not fail to notice.

Achieved clear leadership associations with OOH & Card itself, based on quantitative research with Mexican consumers. After only three months, key VISA equities (acceptance, leadership), surpassed MasterCard, for first time in more than two years. As a result Visa decided to export the campaign to 5 other Latin American countries.