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 turning sideline cheers into generative digital illustration. We recorded parents' authentic voices during matches and developed a custom algorithm translating soundwaves directly into dynamic, geometric vector patterns printed as visual equalizers on 15 bespoke kits. Built within strict IFAB kit regulations, each pattern is unique to one athlete while maintaining team unity. The jerseys are also scannable, unlocking the original audio so players can hear their families' voices before kickoff.

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;