Visa has launched a campaign titled ‘Small Steps are Never Taken Alone’ across the Middle East and North Africa. The spot features Liverpool Football Club and Egyptian national team footballer Mo Salah.
In a slow-motion pan shot that zooms out from a close-up of Salah, the footballer is captured surrounded by emotionally charged fans celebrating Liverpool’s 2019 win of the UEFA Champions League.
Salah’s journey from a village in northern Egypt to global sporting fame exemplifies perseverance and determination. His growth mirrors Visa’s belief that success comes not overnight but through consistent, incremental progress.
Tarek Abdalla, Visa’s Senior Vice President and Chief Marketing Officer for Central and Eastern Europe, Middle East, and Africa (CEMEA) said: “Our latest campaign, ‘Small Steps are Never Taken Alone’ featuring Mo Salah, captures Visa’s ethos that small steps are critical to success – and they are never taken alone.”
The digital payments brand aims to draw a parallel between the footballer’s success and its own support for customers’ progress.
“Progress is not about where you go, it’s the journey of who you want to become,” said Abdalla. “These steps wouldn’t be possible without the belief we have in ourselves, and the belief of others who see in us the potential to progress and prosper.”
Salah, affectionately known as the ‘Egyptian King,’ has built a legacy that includes becoming the highest-scoring African footballer in Champions League history, earning admiration from fans worldwide.
Visa aims to mirror this legacy with its innovative solutions and secure services with a vision of incremental progress, inspiring individuals to achieve their dreams one tap, swipe, or click at a time.
“At Visa, we want to empower individuals, merchants, and businesses alike to move one step closer to their goals, one transaction at a time,” Abdalla explained.
Therefore, its latest campaign was launched with the objective to highlight Salah’s story, and emphasise the community support vital to achieving greatness.
Credits
Visa CEMEA regional team:
Tarek Abdalla, CMO
Senior Brand Director: Leen Fakhreddin
Senior Brand Manager: Tala Nawfal
Content Strategy Lead: Sasha El Jurdi
Agency: ‿ and us
Chief Creative Officer: Fadi Yaish
Senior Creative: Eoin Cronolly
Head of Strategy: Mostafa Hashish
Head of Production: Serra Chehadeh
Brand Director: Lama Halimeh
Production House: Good People
Director: Maged Nassar
DOP: Pierre Mourakech
Director’s Producer: Omar El Gabaly
Executive Producer: Omar Khalil
Producer: Chantal El Haber
1st AD: Dzovig Torikian
Service Production House: Hussein Aziz – Equinox
Editor Amr Rabie – The Barbershop
Color Grading: Karim Mira – LZRD
CGI / Compositing: Bassam Hussein – Snap
Online: Nutshell
Music: Major Tom
VO and Sound design: Eardrum
