Visa
Humber x Publicis
(Was selected to pitch to the agency)
THE ASK?
Create a Visa campaign that encourages travellers to use their Visa instead of cash when travelling outside Canada.
INSIGHT:
The Less You Carry, The More You Experience.
THE PROBLEM?
When travelling abroad, Canadians use cash more often than they do at home.
BIG IDEA:
“Pack Light, Pay Easy”
OOHs
Social Media
Experiential 1
Visa Light Check is an interactive pop-up where travellers place their luggage on a sleek scanner for a playful "lightness rating" and personalized travel tips. Participants earn badges based on their score, and those who sign up for a Visa card unlock bonus perks. The fun, social-friendly experience reinforces Visa’s message: travel light, just tap and go.
Experiential 2
Visa x Google Maps
Visa and Google Maps launch "Light Mode," a smart travel filter that helps users move freely and spend wisely. Features include a Tap-to-Pay filter, No-Cash Zones, Visa Travel Tips, and a Live Trip Score that tracks how cashless your journey is.
Features:
Tap-to-Pay Filter: Maps shows only locations that accept Visa contactless payments.
No-Cash Zones: Filters out spots that require cash, paper tickets, or printed menus.
Visa Travel Tips Overlay: Contextual advice appears as you navigate: “Heads up: This café is Visa-friendly and has free Wi-Fi.”
Live Trip Score: Users earn a Light Score based on howcashless their journey is.
Art Director: Lavanya Shyam
Art Director: Nipun Dawar