WALLA VISA? **
WALLA VISA? **
Client:
visa
Role:
Concept
Creative Art Direction
Client:
visa
Role:
Concept
Creative Art Direction
In Egypt, no payment moment ever starts with “Cash or Card?” it's always “Cash or Visa?”. Meaning that Visa became a “generic trademark”, owning the name for an entire category. Which might sound great for a brand, but with that comes an issue: there's no brand distinction.
So we had to remind people that Visa isn't just any card, and to do so, we called upon the brand's biggest ambassadors, the vendors that promote the brand everyday at every payment moment. Even if they never realized it.
In Egypt, no payment moment ever starts with “Cash or Card?” it's always “Cash or Visa?”. Meaning that Visa became a “generic trademark”, owning the name for an entire category. Which might sound great for a brand, but with that comes an issue: there's no brand distinction.
So we had to remind people that Visa isn't just any card, and to do so, we called upon the brand's biggest ambassadors, the vendors that promote the brand everyday at every payment moment. Even if they never realized it.
In Egypt, no payment moment ever starts with “Cash or Card?” it's always “Cash or Visa?”. Meaning that Visa became a “generic trademark”, owning the name for an entire category. Which might sound great for a brand, but with that comes an issue: there's no brand distinction.
So we had to remind people that Visa isn't just any card, and to do so, we called upon the brand's biggest ambassadors, the vendors that promote the brand everyday at every payment moment. Even if they never realized it.
We placed voice-activated devices in selected stores to detect the word “Visa” within the phrase “Cash walla Visa?”. Each verified mention was converted into media buys and the stores were rewarded with sponsored ads.
We placed voice-activated devices in selected stores to detect the word “Visa” within the phrase “Cash walla Visa?”. Each verified mention was converted into media buys and the stores were rewarded with sponsored ads.
We placed voice-activated devices in selected stores to detect the word “Visa” within the phrase “Cash walla Visa?”. Each verified mention was converted into media buys and the stores were rewarded with sponsored ads.
More “Visa” mentions = More media spend
More “Visa” mentions = More media spend
More “Visa” mentions
=
More media spend
Every daily recording was uploaded onto a custom built tool powered by OpenAI's transcribe model that identified each mention and converted it into media value.
Every daily recording was uploaded onto a custom built tool powered by OpenAI's transcribe model that identified each mention and converted it into media value.
Every daily recording was uploaded onto a custom built tool powered by OpenAI's transcribe model that identified each mention and converted it into media value.
Each vendor was spotlighted with a personalized sponsored ad, which was pushed through media buys according to the number of mentions in their store during the activation period.
Each vendor was spotlighted with a personalized sponsored ad, which was pushed through media buys according to the number of mentions in their store during the activation period.
Each vendor was spotlighted with a personalized sponsored ad, which was pushed through media buys according to the number of mentions in their store during the activation period.
🏆 Recognitions
3x LOERIES MENA
silver - B2B Creativity
Bronze - Digital - Applications, Games & Interactive tools
Bronze - Use of Brand or Product Integration
1X EPICA AWARDS
SHORTLIST - CULTURAL INSIGHTS
1X ARF DAVID OGILVY AWARDS
GOLD - Financial Services & Insurance
1X JAY CHIAT AWARDS
BRONZE - B2B STRATEGY
2026 © Vitor Palma.
2026 © Vitor Palma.
2026 © Vitor Palma.