art direction / design / photography
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Visa / 2016 Olympics

 
 
 

RIO DE JANEIRO • DUBAI • SAN FRANCISCO

MEXICO CITY • NEW YORK CITY • SANTIAGo

August 5 - 21, 2016

 

Acceptance starts with a shared experience

Both Visa and the Olympics have always stood for acceptance. As a sponsor of the 2016 Olympic Games in Rio, Visa wanted to bring people together in a way that truly helped create a more accepting world. But how do you create a meaningful connection between strangers who have nothing in common or share the same language?

 
 

An interactive in-car experience

First, we created a partnership with Uber to bring people together in a natural way. We then created a digital, Olympic-themed experience that was hosted in special UberPool vehicles. We called this experience the Visa RioPool, which riders could request if they used their Visa.

 
 

Inside the cars, an interactive display let riders try on a selection of Olympic-themed face filters. Once they found their favorite, the riders created short videos together and shared them through Facebook Messenger. In just six weeks, this proprietary technology was created from scratch and implemented in six cities around the world.

 
 

From everywhere to Rio

The Visa RioPool ran simultaneously in New York, Santiago, Mexico City, Dubai, San Francisco and Rio de Janeiro, needing coordinated on-site support teams to activate on the same day across time zones. On the ground in Rio during the Olympic Games, many riders were even surprised by Olympic athletes.

 
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A great finish

Apart from a ton of hugs, hi-fives and laughs, fans and athletes from around the world not only shared hundreds of videos, but connected in amazing ways. Gold Medal winner and World Record holder Wayde Van Niekerk even gave his autograph and track jacket to one of his young fans. Combined with the fact that one third of participants changed their payment method to Visa in-app, the Visa RioPool was a huge win for everyone.

 

"The RioPool was the perfect end to my Rio experience."

— Wayde Van Niekerk
400m Gold medalist

"We had so much fun with the filters, even though I’m not sure if they understood anything I said."

— Ashton Eaton
Decathlon Gold medalist

"It’s always great meeting new people, even being randomly paired with another kiwi."

— Valerie Adams
Shot put Silver medalis

Pamela Ware
Diving, CA

Ibtihaj Muhammad
Fencing, US

Missy Franklin
Swimmer, US

Rebeca Andrade
Gymnastics, BR

 

Brianne Theisen-Eaton
Track and Field, CA

English Gardner
Track and Field, US

Ryan Cochrane
Swimming, CA

Jennifer Abel
Diving, CA

 

Agency: AKQA

CD: Dan Grech

ACD: Ryan Cochrane

AD: Jack Douglas

Copy: Euzcil Casteneto