Visa - "The Cost"

Decoded Advertising New York, Etats-Unis

9712

Marque: Visa
Pays: Etats-Unis

Annonceur: Visa International

Titre	The Cost
Agence	Decoded Advertising
Campagne	Money is changing
Annonceur	Visa International
Marque	Visa
Date de première diffusion/publication	2019 / 2
Secteur d'activité	Banque, finance, droit et assurance
Philosophie	If 2018 taught us anything, it was that women are using conversation to break gender norms and tackle taboo topics, but there’s one more taboo topic that needs addressing: money. Now, more than ever, millennial women feel responsible for their own financial future, but are reluctant to talk about money openly. They feel more comfortable talking about sex than money. Visa is looking to change that. This week, Visa is launching phase two of its popular social and digital series ‘Money is Changing’ with the help of its agency partner, Decoded Advertising. Building on the momentum created since the initial launch of the platform last year and data/insights gathered from millennial women, “Phase Two” focuses on female empowerment – highlighting tools and resources to help millennial women make money work for them and featuring real stories of how women are forging change when it comes to topics of money. This new suite of assets includes: The debut of a new digital ad, The Cost, which aims to raise awareness of the money issues women face every day. The spot highlights moments throughout a woman’s life when she chooses to avoid talking about money, even when it was to her detriment. As viewers watch, they’ll see the literal cost of her silence add up. Ahead of the Oscars this Sunday, Visa is also debuting another digital spot that speaks to changing the pay gap in Hollywood, featuring female designers, directors, producers and activists sharing personal stories of how they changed their financial circumstances by speaking up. Directed by Gia Coppola, the spots feature notable industry players like Arianne Philips (twice Oscar-nominated costume designer) and Melissa Jones (veteran producer/up-and-coming director). Digital ads, social posts on Visa’s Facebook, Twitter and Instagram channels and content partnership with the likes of Refinery 29, Bustle and The Cut will also roll out as part of this initiative. This campaign is one of the many ways that Visa is tapping into the power of women in 2019, with new programs like She’s Next, empowered by Visa, a collaboration with the Female Founders Collective and sponsorship of New York Fashion Week: The Shows – Visa is committed to supporting women through every avenue possible.
Type de média	Médias sociaux
Longueur	30 seconds
Maison de production	The Directors Bureau
Colorisation	The Mill New York
Sound Mix	Sonic Union
CEO	Matt Rednor
Responsable de la création	David Weinstock
Creative Director	Laura Holmes
Directeur de création	Leah Butler
Directeur artistique	Sam Cohen
Concepteur / rédacteur	Jessica Joiner
Producteur exécutif	Dan Fried
Group Brand Director	Katie Bartasevich
Brand Manager	Kaine Cahill
Strategy Director	Michele Kim
Business Affairs	Mister Brumfield
Director	Gia Coppola
Managing Director/Executive Producer	Lisa Margulis
Executive Producer / Head of Production	Elizabeth Minzes
Producer	Mary Livingston
Directeur de la photo	Autumn Durald
Chef décorateur	Jeffrey Higinbotham
Costume Designer	Jacqui Getty
Casting	Good People Casting
Managing Director/EP	Eve Kornblum
Monteur	Akiko Iwakawa-Grieve
Assistant Monteur	Dan Berk
Producer	Julianne Cort
Flame Artist	Eddie Reina
Flame Assistant	Sydney Botie
VFX Producer	Barbara Kontarovich
Coloriste	Mikey Rossiter
Color Producer	Evan Bauer
Color EP	Rochelle Brown
Color Assist	Andrew Ceen
Audio Mix	Paul Weiss
Post Producer	Justine Cortale
Song	Holy
Artist	King Princess
Music Supervision	Mophonics
Music Supervisor	Jean Scofield
Associate Design Director	Chris Williams
Editing Producer	Julianne Cort
Music Supervision	Mophonics