Visa Europe is launching its first pan-European advertising campaign to encourage consumers to use cards instead of cash and cheques to purchase everyday items.
The campaign, created around the theme of “Love Every Day”, will run across 21 countries from this month using television, outdoor and online. The first phase of activity will run until September.
The ads show gift-wrapped objects as metaphors for pleasurable moments, or the everyday items that make ordinary life enjoyable. The executions include a couple in a restaurant unwrapping a glass of wine and a grandmother and child carrying a gift-wrapped baguette back from a market.
The campaign has been created by Saatchi & Saatchi, with media buying through Mediaedge:CIA. Last March, Visa ran its first UK ad campaign for ten years after previously focusing its marketing activity around its sponsorship of the Olympic Games.