I really don't like (and don't get) the new Visa campaign: "Life takes ____, Life takes Visa". I guess it's an attempt to position the card away from an emphasis on consumption and spending ("It's everywhere you want to be") towards a kinder, gentler brand position, à la Citibank's "Live richly".
The one area where this ill-conceived campaign has come to life is online. Turns out that these little vignettes about life's moments make a great collection of short video clips. And as much I hate to praise a competitor, AKQA has done a nice job turning confusing TV, print, and outdoor executions into a coherent experience at LifeTakesVisa.com.
Sure, they ripped off the navigation elements from cult designer We Fail's site for photographer Matthew Mahon (which is a truly exceptional experience), and I would've liked to see the videos load on first click, but overall it's the kind of site that demands several minutes of exploration - which means valuable time with the Visa brand.
Misha Cornes
Strategists & Planners
Comments (1)
fyi, I've archived most (all?) of the online ad units that are part of this new VISA campaign. Check 'em out -- if you like the microsite, I think you'll like most of these as well:
http://adverlicio.us/lifetakesvisa
Posted by adverlicious | February 25, 2006 3:39 AM
Posted on February 25, 2006 03:39