Visa

BBDO Toronto *Lead Agency

Peter Ignazi - SVP, Executive Creative Director
Carlos Moreno - SVP, Executive Creative Director
Shelley Brown - National Planning Director
Linda Carte - VP, Assoc. Creative Director, Art Director
Tania Gregory - VP, Brand Engagement Planner
Gerald Kugler - VP, Assoc. Creative Director, Writer
Lisa Wall - Acct. Director

Proximity Canada *Lead Agency

Eric Cicero - Art Director
Adam Kolubinski - Copywriter
Josh Stein - Creative Director

How do you get people to adopt a new behaviour? Visa did it by making up a new word Smallenfreuden. SMALLENFREUDEN means using your Visa card to pay for small everyday purchase. Within 2 months of launch, over 50% of Canadians were aware of SMALLENFREUDEN this named behaviour that people could identify, talk about, and ultimately adopt. By the end of the campaign, Canadians answered yes to the question do you #smallenfreuden as they were smallenfreudening more often and in greater numbers than ever before.