Making plays for brand awareness on the biggest stage in football.
Visa didn’t need to explain itself, it needed to stay top-of-wallet. With the Super Bowl as the backdrop and the NFL as a partner, the opportunity was to show up in culture, not interrupt it. So the work focused on turning iconic players and moments into signals of a faster, contactless future.
Tongue-in-cheek social content used NFL athletes to normalize tap-to-pay behaviors, while a cohesive branded environment across NFL Shop locations embedded Visa seamlessly into the Super Bowl experience. From screen to stadium, every touchpoint reinforced the same idea: paying should feel as fast and effortless as the game itself.
The result helped fuel a broader shift in behavior, with contactless payments accelerating rapidly year over year, positioning Visa not just as a sponsor of the game, but as part of how fans move through it.
SOCIAL VIDEOS
The following tongue-in-cheek digital spots ushered in a wave of contactless adoption. Within a year, the number of contactless payments in America spiked from 4.7 billion in 2019 to 8 billion in 2020.
Quick Question Countdown
Tasked with creating engaging social videos using NFL athletes Larry Fitzgerald and Sterling Shepard, Visa also wanted to include a nod to the Visa athletes competing in the upcoming Olympics. Of course, we had to complete it all in a short amount of time, so we made it a game on-the-clock. Engagements exceeded benchmarks by 2X across all organic and paid media, reaching both NFL and Olympic fans alike.
Make Every Second Count
In pre-roll and social videos, NFL stars Saquon Barkley and George Kittle imagine the amazing things they could do when they save time tapping to pay with Visa. This series of bespoke digital ads we created and produced garnered over 60 million impressions and saw a 6pt lift in brand awareness.
BRANDING
Each year I blend Visa brand guides with the NFL style guide. Following the branding elements of the bag, I build out print assets, big and small, for all NFL Store locations in the Super Bowl city.
NFL Store Merch Bags
Signage
Branded Instagram Stickers
