Description

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. Every detail was crafted to connect with Uzbek culture in an authentic and relatable way. 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

Credits

Client – Visa Central Asia
Marketing Manager – Kamila Alen
Client service director – Gulnur Kassymova
Account director – Yelena Brazhnikova
Creative director – Nail Muratov
Head of strategy – Dmitriy Larionov
Creative Group Head – Dariya Orazbayeva
Art Director – Sanzhar Kozzhanov
Junior Art Director – Adel Makhat
Copywriter – Adelya Yermakova
Designers — Baurzhan Darmenov, Ernest Toleutayev, Asya Baigozova
Motion Designer - Vyacheslav Ligay