Launched as the US Women’s National Team kicked-off its France 2019 journey against Thailand, the #OneNationOneTeam campaign shines the spotlight on some of the more gruelling and challenging moments the players have endured to get to where they are today.
The campaign, which activates Visa’s new five year US Soccer Federation sponsorship and which launched in the hours ahead of the side’s first match at the FIFA Women’s World Cup in France, focuses on 5am wake up calls, bleeding shins, broken teeth and steaming workouts and it aims to remind viewers that the path to success doesn’t come without grit, determination and perseverance.
And a good sense of humour.
The initiative, developed with creative agency BBDO, is led by a hero spot celebrating all the hard work that goes into preparing for the tournament.
The spearhead commercial, which features stars of the US side (and Team Visa endorsers) including Becky Sauerbrunn, Mallory Pugh, Rose Lavelle, Jessica McDonald, Abby Dahlkemper and Adrianna Franch, comes in 30-second,
and 15-second versions.
It I supported by further online video including inspirationally titled 15-second cuts including ‘Ice Cold Determination’
and ‘From Grind To Glory’,
and by a set of player ambassador specific spots outlining each star’s journey to the tournament such as Abby Dahlkemper,
and Jessica McDonald.
The campaign is amplified with further content across the brand’s US digital and social channels,
Who says you can’t work and watch soccer at the same time? @USWNT star @AbbyDahlkemper knows how to multitask. Good luck to her and the US. Women’s National team as they take on Thailand!
Visa. Proud partner of the U.S. Women’s National Team. pic.twitter.com/xpO6SdbSV7
— Visa (@Visa) June 10, 2019
Determination. Grit. Pride. Visa celebrates @USWNT soccer star @roselavelle and women everywhere who keep chasing their goals.
Visa. Proud partner of the U.S. Women’s National Team. pic.twitter.com/XeMH2oD9bs
— Visa (@Visa) May 30, 2019
and it also dovetails its tournament rights into the US activation through stands such as #PlayerOfTheMatch.
Congrats to @USWNT Forward and #PlayerOfTheMatch Alex Morgan. We can’t wait to see what you do next! #OneNationOneTeam #USATHA pic.twitter.com/f4RgKXuNFa
— Visa (@Visa) June 12, 2019
Comment:
This US activation follows on a month after Visa – which is also an official FIFA partner as well as a sponsor of the US Women’s National team – launched its global ‘One Moment Can Change The Game’ by Saatchi & Saatchi London: which was inspired by the true stories of female soccer players (see case study).
The US campaign follows on from Visa’s recently announced five-year sponsorship with the US Soccer Federation: a tie-up that will the payments brand ‘contribute to its long-standing investment in the development of women’s soccer and support the U.S. Women’s National Team through 2023’.
Links
Visa
https://usa.visa.com/
https://www.youtube.com/user/visabrand
https://www.instagram.com/visa_us/?hl=en
https://www.facebook.com/visaUSArightnow/
BBDO
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