Visa: Life Takes Visa

Visa's new integrated campaign is built around LifeTakesVisa.com, where various consumer niches—like sports, entertainment, beauty, fashion and travel—offer their own microsites equipped with articles, tips and various Visa-related special offers tied to an assortment of participating retailers and brands. The magazine cover-style print ads "speak to consumers right in the heart their interests: magazines," says TBWA/Chiat/Day CD Patrick O’Neill. But since magazines are almost as multifarious as websites, the object is to "connect with consumers in an old but new way, tailoring ads to specific interests and categories," he adds. "So instead of creating a few print ads with a similar 'campaign' look, each ad is very different from the next. The glue that holds them together is the masthead, inspired by the world of magazines," along with, of course, the "No matter what you want to do in life . . ." line. Not to mention the photography of Austrian team Robert Staudinger and Andreas Franke (who shot all but this Zachary Scott "Paint By Numbers" ad), working with a variety of retouchers that vary in the manner of the ads.