Visa The Difference at 2012 Olympics

Visa sponsorship of the 2012 London Olympics is being promoted in an integrated advertising campaign, “Go World”, a campaign with the tag line, “Visa The Difference”. Launched in over 70 countries around the world, the campaign invites members of the public to submit a cheer in the form of a click, post or video.

Visa Global Cheer

Visa’s Facebook page is the central hub of the Go World campaign, enabling fans to create, share and view cheers for Team Visa athletes preparing for the Olympic and Paralympic Games. Using Visa’s cheer application, fans will be provided with relevant athlete content based on their likes and preferences, offering a personalized user experience. Fans can also voice their support on Twitter by tweeting their cheers using #VisaGoWorld. Visa will reward fans in the U.S. for participating in the campaign by offering them the chance to have their cheers featured in a special-edition Visa commercials celebrating the achievements of Team Visa athletes during the Olympic Games.

Click on the image below to play the Visa Difference video

Global Cheer Launch

Click on the image below to play the Visa Cheer for Life video

Supporting Olympic Athletes

The difference between glory and heartbreak at the Olympic Games can be as quick as the blink of an eye or a flash of lightning. For US swimmer Michael Phelps, a hundredth of a second was the difference between winning 7 gold medals and breaking a record in Beijing. Will the lightning strike twice in London?

USA diver David Boudia makes over 25,000 practice dives a year; which is like diving off the tallest building in the world over 180 times. All of the practice is in anticipation of the one perfect dive when the lights are shining brightest at the London 2012 Olympic Games. See if practice makes perfect and follow David’s journey.

Forced by circumstances to run as a child, South Sudanese-born American track and field athlete Lopez Lomong never stopped, even after arriving on the biggest stage in the world.

Too tall to be a gymnast, Russian pole vaulter Yelena Isinbaeva almost lost her dream of competing in the Olympic Games. See how her story unfolded.

Chinese professional tennis player Li Na started playing tennis because of her parents. Watch her story and see what inspired her change in motivation.

There had never been a perfect score in modern Olympic gymnastics history until Romanian gymnast Nadia Comaneci’s performance at the 1976 Olympic Games in Montreal. See how her perfect 10.0 brought the crowd to its feet.

With support from Team Liukin, Russian-American artistic gymnast Nastia Liukin was able to achieve her life-long dream of winning gold. See why her dreams are different for London 2012.

Track & Field wasn’t New Zealand shot putter Valerie Adams’ first choice. But, after the passing of her mother, she decided to give it a shot. (No pun intended.)

One of the greatest honors in the world is representing your family and country at The Olympic Games. See how South Korean weightlifter, Miran Jang, handles this tough responsibility.

Australian artistic gymnast Lauren Mitchell talks about her training and dedication getting to the London 2012 Olympic Games.

Visa The Difference Credits

The Visa The Difference campaign was developed at TBWA\Chiat\Day by global director of media arts Lee Clow, chief creative officer Rob Schwartz, executive creative director Patrick O’Neill, group creative directors Gage Clegg and Becca Morton, creative directors Michael Yagi and Meghan DeRoma, copywriter Suzanne Sherwood, art directors Evan Boswell and Mindy Benner, worldwide managing director Patrick Collins, group director Mark Hansen, account directors Nicole Bray and Sara Fernandez, management supervisors Courtney Miller-Jones and Jennifer De St. Remey, account supervisors Camila Chagas and Sarah Hartline, account executives Ellie Yi, Jordyn Barton and Kyle Webster, executive planning director Dan Goldstein, worldwide group planning director Catherine Heath, senior planner Jenni Wisniewski, planner Claire Lee, executive director of integrated production Richard O’Neill, executive producer Guia Iacomin, producers Katie Lambrecht and Christopher Spencer, assistant producers Alicia Portner, Whitney Fromholtz and Micah Kawaguchi-Ailetcher, director of business affairs Linda Daubson, executive business affairs managers Lisa Lipman and Mimi Hirsch, talent payment manager Vanessa Aniles, senior traffic manager Jerry Neill, executive art producer (stills) Karen Youngs, art producer (stills) Kay Gautraud, project manager Holly Prine, print producer Kim Callahan.

Visa staff on the campaign were Antonio Lucio, global chief marketing, strategy and development officer, Kevin Burke, chief marketing officer, core products, Jennifer Bazante, senior business leader global brand & sponsorship marketing, Amy Gleeson, business leader, global brand strategy & sponsorship marketing, Steve Greig, Allison Milack, Steve Coakley and Emily Raman, business leaders, global brand strategy & sponsorship marketing.

Archives were sourced at STALKR by Senior producer Colleen Cavanaugh Anthony, executive producers Lizzie Eves and Dan Kern, archive producer Sam Dwyer, archive researchers Oliver Merchant, Chris Kern, Emilia Mello, Mike Cavanaugh, Ed Cook, Felicity Willetts, Lucy Hunot, Gordon King.

Filming for The Difference series was shot by director Joaquin Baca-Asay via MJZ with president David Zander, executive producer Emma Wilcockson, producer Lalou Dammond, and Widescope productions by service producer Marcos de Fortuny, production manager Noemi March. Editing was done at Rock Paper Scissors by pre-vis editor Aaron Tompkins, executive producer Carol Lynn Weaver, producer Cassie Hulen, editorial assistants Anthony Orcena, Austyn Daines and Arielle Zakowski, and at Venice Beach Editorial by senior editor Dan Bootzin, associate editor Anthony Orcena, executive producer Hunter Conner. Visual Effects were produced at A52, Los Angeles, by VFX supervisor/Flame artist Andy McKenna, executive producer Luisa Murray, producer Scott Boyajan, Flame artist Cameron Coombs, CG supervisor Kirk Shintani, CG artists Ryan McDougal, Christian Sanchez, Erin Clark, Adam Carter, Chris Janney, Catherine Yoo, Stacie Plassche, Joe Paniagua, Tim Donlevy, Andy Lewis.

Music was produced at Elias Arts by composer Jonathan Elias, creative director Dave Gold, executive producer Ann Haugen. Sound was mixed at Play Studio by John Bolen with executive producer Lauren Cascio, assistant Ryan Sturup.

Legends videos feature Yelena Isinbaeva, Nadia Comaneci, Lopez Lomong. The congratulatory series feature Kerry Walsh, Misty May, David Boudia, Michael Phelps, Allyson Felix. Editing for the Legend spots was done at Venice Beach Editorial by Peter Smith (Yelena Isibaeva and Lopez Lomong) and Don Andrews (Nadia Comaneci) along with Misty May and Kerry Walsh congratulatory spots.

The promos, ‘Tickets to London’ and ‘Cheer for Life’ were produced at Venice Beach Editorial by senior editor Dan Bootzin, editor Peter Smith, assistant editors Evan Linton and Don Andrews, executive producer Hunter Conner, post producer Cristy Torres. Visual effects were produced at Superfad by creative directors Justin Leibow, associate creative director Jason Cook, designer Angela Ko, Yuri, 2D animators/compositors Angela Ko, Sandy Chang, Andrew Soria, Miles Kinghorn, Cris Kong Rotoscope, Flame artist John Shirley, executive producer Kevin Batten, head of production Darren Jaffe, producer Sarah Casillas.

Music was produced at Elias Arts by composer Jonathan Elias, creative director Dave Gold, executive producer Ann Haugen. Sound was mixed at Play Studios by mixer John Bolen, and executive producer Lauren Cascio.

Athlete Training videos, featuring Yelena Isinbaeva, Valerie Adams, Michael Phelps, Nastia Liukin, Li Na, Alison Cerutti and Emanuel Rego, were produced at Go Film by director/editor Charles Jansen, executive producer Catherine Finkensteadt, producer Greg Jones. Visual effects were produced at Superfad by creative director Justin Leibow, associate creative director Jason Cook, Flame artists Matthew Lydecker, Federico Saccone, Duy Nguyen, executive producer Kevin Batten, head of production Darren Jaffe and producer Sarah Casillas.

CPI still photography was produced by sports photographer Poby, with producer Ellen Erwitt, first assistants Josh Dick and Demetrius Fordham, assistant photographers Sonia Folkmann (Munich), Philippe Gesta (Nice), Jean-Paul Girbal (Paris), Caroline Cortizo (London), Scott Perryman (Baltimore), Matt Spangler (Baltimore), Robert Bittle (Dallas), and retouched at Arthaus/ E-Graphics by digital retouchers Rick Legorreta, Josh Withers, production manager Bob Hezlep, production coordinator Gabriella Nourse and line producer Eric Ortega.