2018 Winners & Shortlists

THE HOLIDAY

BrandVISA
Product/ServiceVISA INFINITE
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryIllustration
Idea Creation IMPACT BBDO Dubai, UNITED ARAB EMIRATES

The Campaign

People think travel insurance is unnecessary. Until it's not. So we wanted to create a campaign to show them how holidays can be a lottery and why they should care about travel insurance before it's too late. But how to communicate it and catch people's attention without creating mainstream print ads? Comparing their life to a board game. Plinko is a famous board game based on luck. You drop a ball from the top, and watch its fate as it drops down into any of the four spaces at the bottom. In our campaign, the same happens to the unassured traveller; like the ball, your trip might fall into unpredictable situations.

Creative Execution

Each ad has its own elements related to the scenario and different styles of illustration/CGI. The Sea ad has a European wood carving style and painted wood. The elements were slightly colored to stand out without losing the wood texture. Asian wood sculpture was chosen for the Forest ad. The header style looks raw and dry, while the rest is a journey through the moist and mysterious forest. For the Las Vegas ad, the texture was made with different kinds of metal and steel, that can reflect the lights and the excitement of Vegas. At the bottom of the ads, we used realistic texture. The positive one is designed to purposefully stand out, exploring a nice contrast with the bad situations. Finally, we've placed the game over a dark background that creates an obscure mood, supporting the idea that your life might take a dark turn if you travel unassured.

Indication of how successful the outcome was in the market

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As major of the financial services corporations, Visa has a sober tone on its communication. That's why we did the opposite. We decided to create an impactful visual campaign. The ads have a mysterious and magical atmosphere on the headers, but a comic and realistic touch at the bottom, which makes the campaign unique. To make it easier for people to relate, we chose three popular and distinct destinations: sea, forest and Vegas. Each of them with its own elements and characteristics.

Credits

Name Company Role
Fadi Yaish Impact BBDO Dubai Executive Creative Director
Luiz Guimaraes Impact BBDO Dubai Art Director
Eduardo Ballousier Impact BBDO Dubai Copywriter
Rebecca Ooi Impact BBDO Dubai Print Producer