Made of Cheer

Creative idea

In youth sports, the true 12th player is parents cheering from the sidelines. Visa literally brought that 12th player onto the field by redefining sound as a physical material. We recorded parents' authentic pitch-side shouts, encouragement, and emotional reactions during matches. Using a custom AI algorithm, these voice frequencies and amplitudes were translated directly into dynamic vector equalizers printed onto 15 bespoke match kits compliant with IFAB rules. By making the jerseys scannable via an individual link, athletes replay that cheering in the locker room, turning touchline acoustics into wearable, heard empowerment.

Brand name: Visa
Advertiser / client: Visa
Product / service: match jersey
Campaign name: Made of Cheer
Agency network: SAATCHI & SAATCHI
Agency: SAATCHI & SAATCHI WARSAW
Additional company: Prodigious Poland
Production company: Prodigious Poland
Chief creative officer: Michał Sęk
Creative director: Michał Sęk
Art director: Łukasz Żuławski
Copywriter: Robert Kubicki
Designer: Kamil Bugno
Account director (agency): Monika Zaręba
Director: Jan Wąż
Director of photography: Jan Wąż
Agency producer: Marta Gierej
Post production producer: Beata Bacieczko
Additional company: Visa: Bartłomiej Piekło, Kamila Czajka; Saatchi&Saatchi: Magdalena Okraszewska-Mierzejewska, Fryderyk Klyszcz, Marcin Wiśniewski, Magdalena Czarnota, Anna Caban, Viola Tabaka, Katarzyna Kowalska, Gabriel Przyborowski, Justyna Wach-Ślusarska, Kamil Osękowski; Prodigious: Aleksandra Kociołek-Danilczyk, Yulia Velyka Aleksander Wierzbicki, Michał Piątkowski, Piotr Gołaszewski, Marcin Skajnowski, Marcin Buczyński, Tomasz Michalczewski, Piotr Górecki, Martyna Laska, Bartosz Klimala, Stefan Stefański, Rafał Szymański, Agnieszka Wiśniewska;