The Samba of the World project was shot in 32 countries and activated on social and digital channels in over 100 markets around the world. As such, challenges were numerous, but the directors and production teams were agile and willing to work within the restrictions of their respective countries. The most widely recognized challenge was posed by the devastation in Korea just prior to the tournament. Our team worked in concert with Visa and the Avantgarde production team to produce a film created entirely from sketched art. The resulting video captures the incredible spirit of Korea even in the most challenging of times.

During the World Cup, every country celebrates with their own version of a samba. To show this, we had directors and musicians from the 32 participating countries create short films that showed how their country celebrates. Each film was set to their own unique version of the classic Brazilian song, “Maria Caipirinha”, using the instruments and language from their country.

The resulting films were showcased on an interactive site where people could seamlessly flip between the films without missing a beat as each version of the song followed the same musical structure and BPM.

Visa’s global World Cup digital campaign was its “most social campaign to date”. Our game plan created an authentic connection to fans everywhere, successfully demonstrating that wherever you want to be, Visa helps you get there.

Results:

• 400 million media impressions (2nd with the most favorable coverage)

• +850 million shared social impressions (+30% of the goal)

• 1.7 billion digital Impressions

• 88 million video views.

• +2 million new Facebook fans

• 37% Share of Voice in Brazil during the tournament (15 pts. ahead of Adidas)

• +14% on Brand Equity score