With all eyes on Qatar for the first FIFA World Cup in the Middle East, Visa wanted to use their sponsorship of the tournament to demonstrate that the brand is much more than just a credit card.
Visa’s global campaign around the tournament was ‘For Fans Everywhere’, and the brief was to create an innovative, accessible experience for the FIFA Fan Festival in Doha that enabled participation for all.
The Visa network enables the seamless movement of money across the world, just like the best football players move on the pitch. Visa Masters of Movement brought this to life through an incredible fusion of football, art and technology.
Visa Masters of Movement was built around a new technology we collaborated on that transformed football moves on the pitch into digital art that could be instantly minted as NFTs.
The first step is to capture the move, with tracking technology that records every action on the pitch, including player movement, ball position, passes, skill moves and goals. The tracking data then feeds an artwork algorithm, which produces flowing real-time visualisations of the move as it unfolds. Then the goal, or piece of skill is exported as a dynamic digital work of art, ready to be minted as an NFT.
At FIFA Fan Festival in Doha, everyone got the opportunity to be an artist as they stepped into the Visa Masters of Movement arena. Fans scanned a QR code to sign up on their own device, before selecting one of the 32 FIFA World Cup nations to represent and being fitted with a tracking device to capture their movement.
For four minutes, the pitch was their canvas as they represented their nation in front of packed crowds in Qatar, as they emulated their heroes on the world’s stage. Using the tracking technology, all movement was tracked in real time and displayed on the LED surface that made up our arena.
The key moment of each game, either a goal or an incredible piece of skill, was transformed into digital art, and minted as NFTs for each player, so they could share a unique, personalised souvenir of their experience.
Visa Masters of Movement became the must-see attraction at the FIFA Fan Festival in Doha, with over 100,000 people visiting the activation. The key to its appeal? The fans themselves were the star of the show, getting to play with their friends and represent their country in front of packed crowds at the World Cup.
Beyond accessibility, Visa positioned itself at the forefront of innovation by creating a bespoke, data driven experience on the world’s biggest stage. This also drove behaviour change, as 12,000 people signed up and minted an NFT, participating in the digital economy thanks to Visa.
120,000 fans visited us in Doha
Creating 24,000 unique works of art
Over 200 articles were written
Contributing to a combined earned reach of 212,900,000 across social and press