Art Direction & Visual Storytelling
Branding & Design Systems
Digital, Social & OOH Execution
APAC Localisation & Toolkit Adaptation
Cross-Functional Collaboration
Multi-Market Creative Delivery
Scope of Work:
1.7M
22+M
Live Match attendees
(Tournament Record)
Digital Engagements
Increase in Women
Sports Sponsorship
300%
$225M
Revenue Generated
1. Celebrating the FIFA Women’s World Cup 2023™,
celebrating women.
In 2023, Visa entered its 5th consecutive year as a proud sponsor of the FIFA Women’s World Cup™ — a momentous edition marked by record-breaking attendance, soaring global visibility, and an urgent cultural shift: elevating the women’s game to the level of recognition it deserves.
Our brief was clear:
Fuse the global IPs of Visa and the FIFA Women’s World Cup™ into a campaign that
inspires, educates, and empowers — all while increasing awareness, cultural relevance,
and support for the women’s game worldwide.
“Behind Every Number, There’s a Story” was our answer.
A campaign that transformed tournament statistics — goals, distances, saves, passes
— into human stories of perseverance, inequality, ambition, and triumph.
You don’t just see the numbers.
You feel the women behind them.
The women’s game, while growing, still faces real barriers:
Lack of representation in mainstream sports advertising
Cultural and language diversity across APAC
Lower viewership and media investment compared to men’s football
Persistent gender inequality in pay, sponsorship, and visibility
Stereotypes that female athletes are “less marketable”
Our creative task was to deliver a narrative that:
✔ spoke to every APAC market
✔ transcended language
✔ honoured the players
✔ made the sport feel accessible and inspiring
✔ tied naturally back to Visa’s identity: performance, precision, consistency, global movement and empowerment.
2. The Creative Challenge
3. Leveraging data into emotion
Instead of using numbers to measure transactions, we used numbers to
reveal human stories.
Examples:
Appearances become stories of persistence.
Distances become stories of commitment.
Saves become stories of instinct and courage.
Every number becomes a story worth telling.
Every number became an invitation to learn about a woman’s journey
— her challenges, her triumphs, her culture, her identity.
to drive change.
4. Execution
