Made of Cheer

Creative idea

In youth sports, the true 12th player is parents cheering tirelessly from the sidelines. Visa literally brought that 12th player onto the field by integrating generative data design with mobile AR technology. Beyond using a custom AI algorithm to translate authentic parental cheering into geometric equalizer jersey patterns complying with IFAB rules, we created an interactive AR experience. Each kit acts as an individual scannable marker via a dedicated link. In the locker room before kickoff, players scan their jersey to unlock the original audio, hearing their families' exact words of support when confidence matters most.

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: Saatchi&Saatchi
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 Poland: 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;