Challenge: Whether through work, friends, family or other commitments, fans around the world fear missing out on the FIFA World Cup in Russia.
Insight: Just because you're not there, doesn't mean you can't live that moment.
Idea: Visa and Zlatan helped fans defeat FIFA World Cup FOMO, by giving them new ways to catch every minute of the action.
Execution: Starting with a launch film on social media, Visa and Zlatan headed to the FIFA World Cup stage to highlight the key features of the brand’s new contactless payment system. To demonstrate how quick and easy the card is to pay with, we created short social films showing fans performing Zlatan-like manoeuvre to pay while keeping their eyes on the game. And because Visa is accepted everywhere, we wanted to give fans access to several unique experiences. Firstly, gave all fans access to Zlatan’s viewpoint on the matches, by creating reactive content where he gave his perspective on the action. Secondly, we launched a prize draw, where fans had the opportunity to watch a World Cup match with Zlatan.