Visa in Sum

Challenge:

In Uzbekistan, where cash and local payment systems still dominate, Visa aimed to become a trusted choice for everyday purchases. Widely seen as a dollar-only, travel card, Visa needed to shift perception and make the brand feel local, relevant, and naturally integrated into daily life.

Idea:

To show how Visa fits into everyday Uzbek life, we created a series of key visuals portraying familiar scenes – from bazaars to neighbourhood cafés. Instead of pushing the brand forward, we placed it subtly within the frame: Visa is simply there when you need it, quietly making everyday moments easier.

Execution:

The campaign visuals were fully illustrated to reflect local architecture, clothing, and everyday life. We used a mix of collage and 3D techniques to craft detailed visuals that reflect everyday Uzbek life. Each element, from architecture to textiles, was illustrated and composed from scratch. This approach gave the scenes warmth, authenticity, and cultural nuance. The visuals were launched across major cities in OOH formats and as digital banners.

Results:

104.4M+ impressions across all platforms

11.2M+ people reached

CPM reduced to $0.34

+7.4 p.p. in ad recall

+5.8 p.p. in message association

The campaign started on May 5 and lasted for 5 weeks, ending on June 8