From Lev to Euro with Visa

Creative idea

As Bulgaria prepared for a once-in-a-generation change, people were overwhelmed by a simple fear: getting it wrong. In a market dominated by cash*, dual-currency pricing and uncertainty made consumers question every calculation and payment. Visa gave the simplest answer possible. Instead of asking people to learn new rules or exchange rates, Visa removed the complexity altogether. Through the instantly recognizable character of Kateto Euro, we turned the nation's biggest financial question, “Euro or lev?”, into a distinctive brand platform: “With Visa.” Launched through TV and expanded across entertainment, OOH, radio and digital channels, it gave Bulgarians confidence to choose Visa.

Brand name: Visa
Advertiser / client: Visa Europe
Product / service: Visa
Campaign name: From Lev to Euro with Visa
Agency network: Publicis Production
Agency: Publicis Dialog Sofia
Media agency: Starcom
Digital agency: Starcom
Additional company: Starcom
Production company: Positive Possum
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Agency chief executive officer: Vessela Apostolova-Djelebova
Creative director: Martin Tonev
Art director: Dilyana Tokusheva-Todorova
Copywriter: Todor Bodurov
Designer: Maria Gidikova
Account director (agency): Hilda Baramova
Media director: Anita Popova
Managing director: Velislava Anastasova
Senior planner: Anita Popova
Photographer: Daniel Lekov
Film production: Positive Possum
Director: Hristin Nikolov
Director of photography: Nikolay Petrov
Agency producer: Positive Possum
Post production: Positive Possum