Owning the Olympics in LATAM by showing the ordinary steps behind every extraordinary result.

Visa believes in the power of small steps—not just the ones involved in everyday transactions, but in every aspect of life.

When we spoke with Latin American athletes heading to the 2024 Paris Olympics, we discovered that many of them had faced particularly challenging journeys to reach their Olympic dreams—overcoming obstacles that extended far beyond sports, simply to represent themselves and their countries on the world’s biggest stage.

We captured this strategic insight in a single idea:
The sum of many ordinary steps leads to every extraordinary result.

That’s why we calculated and honored all the small, meaningful steps these athletes had taken to get to Paris.

We launched a unified regional campaign with locally relevant storytelling across six countries: Mexico, Costa Rica, Panama, Colombia, Ecuador, and Peru.

KEY RESULTS:

• Significant growth in brand preference across all six countries running the campaign in 2024. Kantar Brand Guidance FY24.
  
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